Category: Business

Surviving The Economic Downturn of COVID-19

Our businesses are all facing challenging times as the economic impact of Coronavirus starts to bite. And when faced with challenges like this, it’s time to turn to The Godfather for that inimitable advice:

“Go to the mattresses.”

 

In other words, prepare your local perth business for the long haul. Get your metaphorical mattresses ready for your company soldiers to sleep on while they wait for the battle.

We need to work smarter, and be ready to tackle the challenges ahead.

market downturn have a nasty habit of destroying unprepared or ill-equipped businesses. In the last one, more than 400,000 small businesses went bankrupt or permanently closed. If you want to prevent your business from suffering the same fate, you need to craft a recession marketing strategy now—not when the stocks dip, not when a recession is formally announced—now. That way, you’re ready for pivots and budget shifts when the market slides.

This may be the first time you’ve had to keep a business afloat during an economic downturn. So, to help you out, we dove into the most successful recession marketing strategies and distilled them into five main rules for you to follow:

 

Tip 1: Dont Cut Your Marketing Budget

 

When a marketing downturn or recession hits, marketing budget is one of the first thing that business owners are tempted to stop. This is one of the biggest mistake small-business owners make. According to Harvard Business School, stopping the marketing spend on a downturn will only help on a short term, And once the downturn is over your business will emerge from the downturn weaker and much less profitable.

Maintaining a brand that customers trust is one of the best way to reduce risk when recession hits. That’s why, every recession cycle, the businesses with strong brand awareness and reputation have come out on top. and the businesses who decided to slash their marketing budget gets crushed.

Cutting the budget for marketing during a recession is a gut reaction many inexperienced business owners (and even experienced ones as well) will make. If your competitors are cutting budgets, you’ll see an even greater long-term return on your marketing investments.

Instead of making deep reactionary cuts, objectively look at where you’re spending money and what kind of return you’re getting on that money. The key word here is objectively

 

Tip 2. Focus On Keeping Your Existing Customers

 

Out of sight means out of mind.  You need to keep in touch with your customers or you risk losing them.  And it is always cheaper to retain an existing customer than acquire a new one.

  • Marketing automation is the lowest cost, easiest, and most effective way of keeping in touch with your customers.  I’m not talking sending automated email marketing spam, nor am I talking about broadcasting cold calling messages to get new customers.  You need to be sending out personalised, contextualised, targeted messages to existing customers who want to hear your news.  You need to be keeping in touch with your customers at every touchpoint in their digital journey through social channels, through exploring the web. And doing this systematically and automatically will ensure the job gets done, and will free up your more expensive human talents to deliver creative campaigns that will add even more ROI.
  • Content production is an essential ingredient for your tactical marketing campaigns for keeping in touch with your existing customers. Share the innovations that you are currently making that differentiates your offering from your competitors, and promote your good news stories in terms of awards and client wins.
  • Getting more social means engaging in conversations with your existing customers.  LinkedIn, Twitter, Facebook: these are places where you customers are reviewing your products, discussing their purchasing decisions, exchanging views on your business.  Create a low-cost plan for reaching customers at every point in the social media funnel. Use these tools to listen to your customers, hear what they’re talking about, learn more about your market.  And remember it isn’t about advertising – your contributions to the conversation need to be valuable and appropriate.

Tip 3. Track Everything

 

If you don’t measure, then you can’t manage.  And if you’re not managing, then you could be pouring money down the drain.

Digital marketing allows for more precise, specific, and measurable campaigns. This leads to better, more quantifiable results than traditional advertising campaigns—and it all starts with the right tracking and analytics.

Make sure that your Google Analytics is setup properly, setup call tracking if you have to, you can also hire a digital agency to help you combine all of the data. Tracking the data effectively helps you identify what’s working and what’s not.

If marketing budgets are tight, then knowing what works makes it easier to make the decisions of where to invest your cash.

 

Tip 4. Segmenting Your Customers

 

Naturally, consumers reduce their spending, and set stricter priorities, during recessions. An earlier HBR study found that traditional marketing segmentation approaches are less useful in a recession. They identified four new “psychological” segments based on consumers’ emotional reactions to a negative economic climate, four categories of expenditure, and then mapped how each new segment managed future purchases in each category of expenditure.

 

 

People change as the world around them changes. What your target audience needs in one decade may not be true in the next one. Keep the same thing from happening to you by really diving into your target audience and finding out their motivations and behavior trends during an economic downturn.

Marketing Downturn Pro Tip: The trick to successful advertising during a recession lies in consumer psychology and emotion. A recession is a trying time for most consumers, and there’s an undercurrent of fear, worry, and stress beneath the surface. By tapping into and appealing to the emotional side of consumers you have a better chance of connecting with and persuading them.

 

Tip 5. Test, Learn, and Test some more.

 

You can’t MAKE people alter their spending habits. The best you can do is figure out the formula that nudges them further and further along the buyer’s journey. The only way to do this is by tracking your efforts, tweaking your campaigns, pivoting your strategy when necessary, and repeating the process.

You will need to be nimble and creative.  Measure your success, and learn from the test.

  • Experiments should be quick, cheap, and easy to deliver.
  • If it works, then well done, and more of the same, please.
  • And if it doesn’t work so well, then kill the experiment and move on.  No harm done.  Be quick and be ruthless.  You will have tested something, learned from it, and moving on to test something new.

If you’re worried about your business strategy during a recession or need help getting all your ducks in a row, we are more than happy to help you figure it out. I do recommend you contact us ASAP—once the recession actually hits you’re going to have a lot on your plate. 

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Complete Guide: Perth Small Business SEO Tips

Improving the visibility of your Perth small business in search engines is a key advertising strategy in 2020 and beyond. The majority of people now simply go straight to Google or another search engine when they have a requirement. Organic search allows you to be found without the associated costs of paid search or other advertising platforms. And with these Perth Small Business SEO Tips you can make huge improvements.

Yet, SEO Service can be quite the rabbit hole. There is just so much information out there. Most of it is not relevant and not all of it is accurate. Strategies that go against Google’s Webmaster Guidelines can seem tempting but will often do more harm than good.

In this post, we are going to outline a series of small business Perth SEO tips that you can put into action today. There is a process to SEO, so we will provide these tips in order so you can work through them in a structured manner and improve your visibility as you go.

 

But… Can You Do SEO Yourself?

 

It’s a worthwhile question. Elements of SEO can be complex. But for most Perth small businesses, this is not the case. Getting a handle on the basics will often get you most of the way. I am a big believer in the 80/20 rule and it’s likely that 20% of the SEO will get you 80% of the results.

You may run into problems when it comes to some of the more difficult elements like link and authority building, but there is almost certainly improvements you can make. That said, if you need an expert or simply want to focus on running your business and doing what you do best, then contact us and let us help you learn about the variety of SEO packages for Perth businesses that are out there.

 

Research & Preparation

 

I know you are keen to dive in and start the hardcore optimisation, but knowledge is power and the first tip is to do your research. But not any old research. The resources below represent all you need to know to get started doing your own SEO, so you can stop reading endless blogs and searching for the secret answer that is always just one more blog post or SEO tool subscription away. If you are already well read in SEO and are just looking for the tips, feel free to skip ahead!

 

Google Webmaster Guidelines: essential reading. Any SEO work done on your site is your responsibility whether you do it or use an agency. Understanding what Google wants and following those guidelines will ensure you work with the search engine to deliver a website experience your customers and the search engine will love.

Moz Beginners Guide to SEO – this is a good overview. It covers SEO from top to bottom and has some specifics regarding on-page SEO elements. Worth your time.

The Periodic Table of SEO Success Factors – this table of factors published by Search Engine Land covers content, architecture, HTML, trust, links, personal & social.

 

Basic Set-Up

 

To ensure search engines can understand your site, you will want to sign up with the tools provided by the search engines. These tools provide diagnostic data – directly from the horse’s mouth. And you can use the reports here to improve your optimisation.

 

1. Register with Google Search Console

 

Search Console (previously webmaster tools) is a free service that helps you monitor the health of your website. From how well the search engine can access and crawl your site to how many pages are indexed. Search Console will also make recommendations for basic improvements to the HTML of your website.

Google Search Console

 

2. Register with Bing Webmaster Tools

 

Bing also has a set of webmaster tools. It is something of a copycat set-up to Google, but that’s not to say it is without value. Any diagnostic information from search engines is worth its weight in SEO gold.

SEO Tip: Set-up your site and implement the suggestions.

 

3. Claim or Create a Google My Business Listing

 

Google My Business is the digital representation of your physical business. Ensuring your business information is 100% correct on Google My Business is essential. Google your business. Claim your listing if not already done so. Create a listing if one does not exist.

SEO Tip: Put some real time and effort into this. Nice pictures. The right business categories. This is the digital representation of your business within Google’s own infrastructure and has massive implications for Local Business SEO, so give it the attention it deserves.

 

Keyword Research

 

The foundation of all successful SEO strategies is understanding the search keywords that your potential customers are using.

 

4. Conduct Keyword Research

 

Understanding the search terms your customers use is key to correctly optimising your website and digital presence around the web. For some businesses this can be simple – plumber, electrician etc. However, customers will often search in more detail and you should brainstorm around your business category and services. Typically, even simple keyword research will provide you with guidance on structuring and optimising your website.

There are some tools linked below that can help you review how and what people search for, but a good old-fashioned brainstorm is a solid starting point. Then Google the terms and see what variations Google suggests in the search box and at the bottom of the search results page. Keep revising your search terms and building your keyword list.

Some tools that can help here are:

– Google Keyword Planner (part of AdWords)
https://moz.com/explorer/
https://ubersuggest.io/
http://keywordtool.io/

SEO Tip: Beyond the tools, Google’s own suggestions in the search box and below the results themselves can really help you to flesh out your results.

 

5. Organise Keywords into Logical Groups

 

It is highly unlikely that your homepage can rank every keyword you want to target. And even if it did, can one page be relevant for all of those terms and give the prospective customer exactly what they need? Unlikely.

Organise your keywords into logical groups and this will help you know what pages you need and what terms to optimise each page for.

Plumber
Plumbing
Plumbing Company

Emergency Plumber
Emergency Plumbing
247 Plumbing

Bathroom plumbing
Bathroom plumber
Bathroom plumbing company

You get the picture. Organise your keywords into groups and you can ensure you sensibly include keywords on the right pages. Remember, our goal here is to help the search engine understand what you do, so need to overdo things.

SEO Tip: Start with keyword groups of around 3 to 7 variations on a theme. You don’t need to get every single variation on a term to improve your position, so focus on the popular ones.

 

6. Target Long-Tail Keywords

The obvious search terms may not always be as useful as they first seem. If you sell shoes then the huge volume for the term “shoes” may seem desirable. However, that is just way too vague a term to convert. More nuanced terms like “red Nike marathon running shoes Perth” are far more targeted and suggest a person much closer to making a purchase.

Strategically, you are also far more likely to rank for more specific search terms. So, whilst long tail is often low volume, there is also a huge variety of terms to consider, and those variations add up.

SEO Tip: Combine longer-tail search terms with your business location to target local customers.

 

7. Review the Search Landscape

 

Once you have compiled a list of keywords, search them. Review the results. What does it look like? Do you see competitors? Commercial results? Ads? Or something else? If you see similar businesses and ads then it is likely these keywords are strongly commercial (which is what you are looking for in most cases).

If you see articles or informational results, you may need to consider what kind of content you are creating to rank for these terms. Informational results indicate that informational content is required. Commercial results indicate commercial content is required.

SEO Tip: Grade your keywords so you know which ones truly map to the services you provide.

 

8. Use a Spreadsheet for Keyword Research

 

Before too long, you will end up with a huge list of search terms and it can be hard to know what to do with them and certainly how to prioritise them. Using a spreadsheet allows you to go beyond just listing the keywords and to better understand the opportunity and value of each search term.

As a starting point, the following fields can be useful:

  • Keyword – the search term
  • Group – the logical group
  • Geography – the locations you wish to rank for
  • Targeted page – the page we will optimise for this term
  • Usage on page – is this in use (and how many times)
  • Search volume – volume for the keyword
  • Current rank – where you are currently listed for this term
  • Difficulty – the difficulty (requires a tool like Moz.com)
  • Opportunity – how does it look out there? Is there an opportunity?
  • Business value – how important is this keyword to your business
  • PPC cost per click – this can be a good indication of the value of these clicks
  • Priority (1-10)

We tend to gather all of this data and determine a priority. We will then typically order each group of keywords so the higher priority ones are higher in the list (each group listed in priority). Then, when it comes to optimising content, you can make sure you focus on the keywords that represent the best overall opportunity to your business.

 

9. Test Your Keywords With PPC

 

This may seem a strange suggestion for a set of SEO tips, but it is very easy to overestimate the value of a given keyword. By running a short-term PPC campaign, you can test the water and determine if clicks for that keyword will lead to the actions you hope for (sales, leads etc).

SEO Tip: Buy 100 clicks for a given keyword and review results. Ideally, you will need conversion tracking configured here and linked to Google AdWords so you can grade the commercial viability of a search term.

 

Website SEO

 

Once we have our keywords grouped, we can review and optimise our website design. You have complete control here, so your website SEO offers the best overall opportunity to improve your rankings.

 

10. Website Pages

 

Armed with your grouped list of keywords, do you have all the pages you need on your site? Using our example of a plumber offering bathroom, kitchen and emergency call-out services, we will need pages for all of these areas:

example.com
example.com/emergency-plumbing/
example.com/bathroom-plumbing/
example.com/kitchen-plumbing/

SEO Tip: Having a relevant page for each term allows you improve results for the keywords relevant to that page/service and to directly speak to the intent beyond the user search.

 

11. Website Structure

 

Building on the pages you have on your website is how you structure those pages. A good structure can help search engines understand your website. A useful memory aid here is to think of your website as a filing cabinet. We have the cabinet (site), draws within the cabinet (sections), files within the draw (subsections) and individual documents (pages).

So where your business may have services, products and locations, we can organise these documents within the overall structure of the site.

Plumber
– locations
– – Perth
– – Rockingham
– services
– – kitchen
– – bathroom
– – emergency
– contact

Then you can start to create nicely organised and descriptive URLs.

example.com
example.com/services/
example.com/services/plumbing/
example.com/services/plumbing/emergency-plumber/
example.com/services/plumbing/bathroom-plumber/
example.com/services/electrical/
example.com/services/electrical/wiring/
example.com/services/electrical/lighting/

example.com/locations/
example.com/locations/perth/
example.com/locations/rockingham/

This seems complicated, but really we are just getting organised. A search engine is a machine learning system, so organisation will help the system understand your site and what you do.

SEO Tip: Think of the entities that you have in your business: services, products, locations etc. These should then become the main sections of your website.

 

12. Manually Crawl Your Site

 

You can get a big picture view of your site using crawling software like Screaming Frog. The free version will crawl up to 500 pages, which is enough for most small business websites. If you have more than 500 pages then it is well worth the licence fee.

The software examines your site and provides details on a page-by-page basis. You can then review the major on-page SEO elements and ensure everything lines up tab-by-tab.

URLs
Page Titles
Meta Description
Header Tags (H1, H2)

Work through these four main tabs to make sure your URLs, page titles, meta descriptions and H1 tags are sensibly optimised.

 

13. Check Indexed Content

 

Screaming Frog will give you an idea of the number of HTML pages on your site. You should have a rough idea but this will confirm. You can then double check how many pages you have indexed in Google Search Console.

You can also get a quick and dirty index count by typing your URL and the site command.

perth small business seo tips image

 

You want this to make sense – if you have a website with 10 pages then you want to see 10 pages indexed. If you see only a single page indexed or hundreds, something does not add up and you likely have technical issues that will need further investigation.

SEO Tip:

  • If the total number of HTML pages roughly matches the number of indexed pages then move on.
  • If you have fewer pages indexed than you have on your site, investigate why a number of pages are not indexed.
  • If you have more indexed pages than you have on your site, investigate what these pages are and whether they need removing.

14. Build Content for People, Not Search Engines

 

Search engines don’t buy your products or services. People do. Yet all too often, content is bent out of shape to make it better for search engines. Well, I have news for you folks – 1999 called and wants its SEO back. Write content for real people. Weave in your marketing copy. Think of keywords and work them in where possible. People first. Search engines follow.

The easiest way to do this is to read your own website. Really read it. As if you were there for the very first time. If it makes life easier, copy the text into a plain text document and really read it. Often, this process alone can reveal huge improvements. Improving engagement on your site can improve your SEO results, so make sure your content is every bit as good as possible.

 

15. Optimise Your Navigation

 

One of the many signals that Google uses to understand your website is the internal navigation. Your site’s nav should help the search engine understand the context of a given page. Ideally, the navigation aligns with the structure of the site.

Consider a site with three services:

Home
Services
– plumbing
– electrical
– building
Contact

Then the navigation here would simplify follow that model. Possibly using a two-tier (drop-down) menu for the services element.

SEO Tip: Don’t forget to also carefully interlink your content. Where you have a product or service, link to it from your blog posts using natural search terms in a way that makes sense within the context of the article.

 

16. Optimise for Clicks

 

Your search engine listings are very much adverts for your business. So, it is important to ensure that the copy is enticing and persuades users to take the next step and click through to your site. Get your marketing head on and write your page titles and meta descriptions like you were writing adverts and watch your click-through rates (and rankings) improve.

  • Crawl your site in Screaming Frog
  • Review all your page titles
  • Review all your meta descriptions
  • Rewrite them to optimise for click-through rates

SEO Tip: There is often a temptation to over-optimise page titles and ignore meta descriptions, but these are crucial in driving users to your site. Optimise them sensibly and focus on increasing clicks to drive users from the search results to your site.

 

17. Branding the Search Results

 

Whilst you are reviewing your page titles, determine if you can add your business name or brand to the page titles or meta descriptions. I quite like having the brand at the end of the page title, but depending on the length of your titles this may not work for you.

If you have complicated or long page titles, you can add your brand to the meta description. I tend to feel this has less visual impact, but it is an option.

Review the page titles tab in Screaming Frog. You can export just your page titles and/or meta descriptions and work in those spreadsheets to keep everything organised.

SEO Tip: A key consideration in marketing is awareness. Every time your listing is shown, that is an ad impression, and an opportunity to drive brand awareness. Use that opportunity to get your name out there.

 

18. Fetch & Render

 

Within Google Search Console exists a tool that allows you to fetch and render your pages. This allows you to see how the search engine perceives your pages.

This is important, as many of the whizz-bang effects offered by website design themes and frameworks can effectively hide your content from a search engine. And if a search can’t see what is on the page (render) then it can’t categorise and rank it correctly.

SEO Tip: Utilise the fetch and render tool for all important pages and contrast what a user sees and what the search engine sees to ensure all site elements are understood by the search engine.

 

19. Optimise Your Images

 

Images are often a neglected element of search engine optimisation. For some businesses, image search or image results blended into the standard search engine results offer an opportunity to drive awareness and traffic. But even for businesses where image search is not so relevant, images offer a way to provide additional context on the page.

Image optimisation is pretty simple stuff:

  • Optimise image names
  • Add sensible alt text for all images
  • Add your branding into your images should they appear within image results
  • Consider the context and where the image appears on the page

You don’t want to do anything daft here and cram images with keywords, but rather be descriptive and use images to add context. If you have a 24/7 emergency plumbing service then have an image showing a plumber turning up to an emergency in the dark of night.

Page: emergency-plumbing.html
Image name: emergency-plumber.jpg
Alt text: emergency plumber called out at 3 AM to fix a burst pipe

There is nothing spammy there. It’s simply descriptive and adds context.

If you sell products then the opportunity is often amplified and where many products tend to have random names (hgx76xy.jpg and generic alt text (or none at all).

SEO Tip: Optimise your images to improve your on-page optimisation and increase the likelihood of driving traffic from Google image search results.

 

20. Don’t Over-Optimise

 

Seriously, don’t overdo it. Search engines are smart. Use your keywords where it makes sense to use them. Ideally, your URLs, navigation, page titles, H1 tags, and meta descriptions will all align and this should make it crystal clear what a given page is about.

Things not to do:

  • There is no need to use broken language to work search terms into your copy.
  • Don’t stuff the page with keywords
  • Don’t use your keywords more than is natural to do so
  • Don’t hide text or links in an effort to get more keywords on the page

Things to do:

  • Review page titles
  • Review meta descriptions
  • Review your page copy

SEO Tip: Work your keywords into the page titles, meta descriptions and page copy, but don’t overdo it or you may do more harm than good.

 

Local SEO

 

SEO for local businesses is a whole subcategory known as Local SEO (makes sense right?). Whilst there are many commonalities with traditional SEO, there are some specific tactics required for local businesses.

 

21. Business Listings

 

In local SEO terminology, business listings are known as citations. A citation is simply a mention of your business on a relevant site. Sometimes that mention will include a link. Sometimes it won’t.

The trick here is to identify the sites where your business should be listed. So in the Australia, we are talking about the major business directories like Yellowpages and Hotfrog. We are also talking about any sites that are relevant to your location or your business area. If you are a builder and there is a directory of building services then you want to be listed. If you are in Perth and there is a list of all businesses in Perth , you want to be listed.

There are some lists of citation sources, but often the best way to find relevant sites is to start Googling around your business area and location. You will soon compile a list which you can use as your starting point. You may also find you already have a listing, so be sure to update and optimise any existing ones (rather than duplicating them).

SEO Tip: When optimising citations, use the correct category and a description of your business that sensibly includes your main keywords (services and location typically).

 

22. NAP Consistency

 

NAP is shorthand for Name, Address and Phone number. It should really be NAP+W as the website address is also important here. All this really means is that your name and address should be consistent across the web.

As an example, our business has several potential name variations:

Shoutoutdigital
Shoutout Digital
Shoutout Digital Service
Shoutoutdigital Internet Services
Shoutoutdigital Internet Services Pty Ltd
Shoutout Digital Consultants
Shoutout Digital Internet Services
Shoutout Digital Internet Services Pty Ltd

 

So with eight variations, there are these eight different businesses? Is our authority splintered across these listings? Whilst this seems almost daft, getting your name, address and phone number consistent across the web is super important for strong local search engine rankings.

SEO Tip: Ensure your name, address, phone number, and website address is consistent in all areas where your business is listed across the web.

 

23. Location Pages

 

If your business has multiple locations then a page for each of these locations is strongly recommended. Customers will interact with a specific location and having a page that specifically covers that location is essential in developing strong Local SEO visibility.

Typical content for these includes:

  • Address
  • Local phone number
  • Services provided at this location (with links to service pages ideally)
  • Location specific team members
  • Case studies & portfolio items specific to this location
  • Reviews and testimonials specific to this location
  • Location specific social media channels

These pages should be well structured within the overall site to clearly indicate:

www.example.com
www.example.com/locations/
www.example.com/location-a/
www.example.com/location-b/

The goal here is to create organic search landing pages that strongly demonstrate why a potential customer would engage with your business. These pages will then rank in the local search results and organically doubling your visibility on the search engine result pages.

SEO Tip: Create pages for each physical location and align these with your local SEO campaign & Google My Business listing. The Yoast WordPress SEO plugin can help create these pages with ease!

 

24. Areas Covered

 

In many cases, a local business will only have one physical location but may cover many areas. In this instance, pages can be created that demonstrate work conducted at that location. These pages will differ somewhat to location pages in that there is not a physical office in each location. The focus should be on personalising these pages around the specific location so often focusing more on work done and customer testimonials.

Typical content for these pages is similar to the location pages detailed above, yet the weighting would be more towards the work conducted:

  • Local address
  • Local phone number
  • Services provided at this location (with links to service pages ideally)
  • Location specific team members
  • Case studies & portfolio items specific to this location
  • Reviews and testimonials specific to this location
  • Location specific social media channels

These pages should be well structured within the overall site to clearly indicate:

www.example.com
www.example.com/areas-covered/
www.example.com/areas-covered/location-a/
www.example.com/areas-covered/location-b/

These pages will typically not rank in the local search results as they are not tied to a specific address, but rather they will rank in the organic results.

When done well, location pages can be combined with areas covered pages to serve multiple physical locations and several areas at each location:

www.example.com
www.example.com/locations/
www.example.com/locations/Perth/
www.example.com/locations/Perth/East-Perth/
www.example.com/locations/Perth/West-Perth/

SEO Tip: Create unique pages that detail work done in a given area to target smaller areas such as towns within a given area.

 

25. Content Philosophy

 

Search engines want to return the best and most relevant result. There are many external signals but the one you have complete control over is your website and the content on the page. Review all competitor pages. Ensure yours is better. Get customers and other people in the business to feedback.

A sensible approach here can be to look at what questions your customers have and use that to flesh out your content. What does a prospective customer need to make a decision? What are your competitors good at?

The fact is that most small business websites have very weak content so a focus on being the best will improve search engine visibility for a wide range of terms.

Some content ideas include:

  • Reviews
  • Testimonials
  • Case studies
  • Videos
  • Product and service details
  • FAQs

Really think this one through and ensure your content helps the customer in making a decision to use your business over the competition.

SEO Tip: Ensure your content is more comprehensive than that of your competitors for improved results.

 

Performance Optimisation & Monitoring

 

Fast sites are happy sites with happy users. Google loves happy search engine users. And there is a range of tools out there to monitor website performance.

 

26. Page Speed & Mobile-Friendly Test

 

Google has a tool that tests your page speed, how mobile friendly your website is and provides a detailed report that you can use to optimise your site (for speed and ease of use). Usability is a ranking factor and this is more diagnostic information direct from the world’s biggest search engine.

https://www.thinkwithgoogle.com/feature/testmysite/

We now live in a multi-device mobile first world. Most small businesses will see the first contact from prospects on mobile phones. Ensure your site is built with mobile in mind. For a comprehensive overview of how to truly optimise for mobile beyond just responsive design check out my recent Search Engine Land column: Mobile optimisation as a competitive advantage.

SEO Tip: The testmysite tool provides an output that you can use to review how mobile friendly your site is, hosting and website performance along with a series of optimisation suggestions. Use this tool to fine-tune the performance of your website.

 

27. Monitor Your Website Performance

 

Page speed relies on many factors with the way the site is built, optimised for performance and the hosting being key factors. So testing for speed is something that should be done on a continuous basis to ensure your site is always available and always responding.

A recent statistic from Google research details that for every additional second it takes a page to load, conversions can fall by 20% – so ensure your site is blistering fast 24 hours a day 7 days a week.

  • Review site speed in Google Analytics: Behaviour > Page Speed
  • Monitor messages from search console re uptime and availability
  • Utilise page speed testing tools: https://developers.google.com/speed/pagespeed/insights/
  • Consider using a third party continuous testing tool like www.pingdom.com

SEO Tip: Most small business sites perform poorly so a fast site can be a competitive advantage. Do the optimisation and keep monitoring to have the drop on the competition.

 

Link Building and Authority

 

Search engine visibility is still strongly dependent upon having a strong link profile. This becomes more of a factor in more lucrative and competitive markets.

 

28. Small Business Link Building Strategy

 

Link building should generally be the last job as you want to squeeze as much performance as possible from all other optimisation strategies – so, before you dive in, make sure you have your site well optimised, have created best of class content and have got your local SEO ducks in a row.

Then when it comes to building links that will improve your SEO, you will want to concentrate on two key factors:

  1. Digital PR – tools like HARO will allow you to help journalists looking for expert input for articles. Usually, input given here will provide a backlink to your website.
  2. Guest Posts – many sites will allow you to make a guest post which is relevant to their audience. This can generate improved exposure and credibility along with a backlink.

You can further improve this strategy by creating useful content on your website and linking to that content in your digital PR and guest post contributions. This allows you to use relevant anchor text to point to articles on your site. These articles should expand upon on a point in the linking article and should add value to the linking page.

As an example, you may have an article about 5 plumbing jobs you can do yourself. You could then link to this with terms like “DIY Plumbing Jobs”, “plumbing jobs you can do yourself”. This allows you to get a branded link to your homepage and a link to a relevant piece of content on your website and typically further improves your results.

SEO Tip: Use Digital PR & Guest Posts to build safe, branded links to your small business website. Further optimise this site by creating relevant content articles and linking to those in your contributions.

 

Analytics, Measurement and Conversion Rate Optimisation

 

Getting your SEO dialled in for your Small Business Website will improve traffic yet we must understand those users to truly maximise results. This is where Analytics and Conversion Rate Optimisation comes into play.

 

29. Install Google Tag Manager (GTM)

 

Google Tag Manager is the modern way to manage tags on your website. This can simplify deploying and managing all the tags needed for digital marketing (analytics, facebook etc) but it can also speed up your site. Fast site = happy users = happy search engine.

https://www.google.com/analytics/tag-manager/

SEO Tip: Use Google Tag Manager to simplify adding tags to your website and improve page loading times to improve SEO.

 

30. Install Google Analytics

 

With Google Tag Manager (GTM) installed you will want to install Google Analytics (or move your analytics installation from the hardcode to Tag Manager.

SEO Tip: Install Google Analytics under Google Tag Manager for fast, flexible analytics data.

 

Bonus Tip!

31. Add Conversion Tracking to Forms & Phone Numbers

 

This is super important but all too often ignored. Google Analytics allows you to link site visitors with actions such as form submissions and phone numbers dialled. Adding conversion tracking like this allows us to understand which pages and traffic sources drive leads and sales.

In an ideal world, having some level of PPC also helps here as we can see exactly what keywords convert clicks to customers and then feed that intelligence back into our organic search campaigns.

There are many ways to achieve this and the specifics will depend upon your set up – drop a comment below if you are struggling and we will feedback.

 

Summary

 

SEO is not voodoo, and in 2020 it is certainly not a series of dirty tricks. Optimising your site is a case of getting many factors aligned and working together. Keywords. URLs and page names. Navigation. Page optimisation. Page copy. Areas covered. If all of these factors are perfectly aligned then we help the search engine understand what you do and where you do it.

When it comes down to it, a search engine is just a tool that connects a question with an answer. For the results to be strong, the search engine has to be completely confident in what you do and where you do it.

 

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Perth Business Marketing Growth Strategies

Any good marketer knows to keep an eye on the future to stay ahead of the curve on new trends, emerging marketing channels, and other fresh ideas to deliver brand messages. With 2019 in the rear-view mirror and the new decade flying down the pipeline, now is the time to start examining what the year 2020 is going to mean for marketing for Perth Businesses.

Here are Perth Businesses Online Marketing Growth Strategies to help your small business succeed in 2020.

 

1. Mobile-First Focus

Over the past couple years, we’ve seen mobile overtake desktop in usage and search. As a result, there was a big push in for small businesses to ensure that their web pages were optimized for mobile browsing. This mobile friendly attitude was the first step towards being mobile-centric, but that journey is not over.

Mobile-centric involves a lot of technologies and platforms, some of which are still emerging and only now being utilized for small business marketing purposes. The following are all mobile technologies that a small business should begin implementing into their content-based strategies.

 

2. Email Marketing

Email marketing is by no means a new trend, but it makes the list because of the severely misguided viewpoint that it is an “old school” tactic and no longer relevant. The data shows the exact opposite; email marketing is one of the most ROI-positive strategies out there.

The people that make the false claim that email marketing isn’t effective are the ones that aren’t using it correctly. This tactic is all about providing audiences with relevant, valuable and helpful information (think DIY guides, links to blog content, industry news, etc.). It is not designed for jamming sales pitches down consumers’ throats.

 

3. Data Informed Decision Making

A lot of people refer to this trend as a push to become data-driven. But, there is a lot wrong with that concept. It suggests that companies should plop their big data / analytics tools at the helm of the ship and let it steer all of the decisions. Most organizations, especially small ones, lack the high-end, sophisticated big data tools and existing data culture that make a real data-driven approach possible.

Even with these tools, the risks are very high. Data doesn’t always know best. Companies should be pairing their data-born insights with the existing knowledge and opinions of their team members.

 

4. Video Content

It is easy to understand why consumers prefer to receive content-based marketing messages over ad-based ones. Advertisements are often interruptive while marketing through content is informational, entertaining and engaging. When you consider that approximately 60 percent of consumers prefer to watch content, instead of reading it, then the power of video marketing becomes immediately apparent. Video content will continue to build momentum and audiences will be looking for it more in 2020 and years to come.

 

5. Expert Blogging

Your Perth small business may already have blog content that is regularly published, but how good is that content? Blog content for marketing became a popular means to get noticed on search engines thanks to SEO Services in Perth. In this quest to be seen, a lot of organizations became more concerned with their SEO Strategies than the actual quality of their content.

Now, audiences are starting to take notice that there is a difference between valuable blog content and not so important writing. If your content isn’t informative and exciting to read, people aren’t going to stick around. 2020 is poised to be the year that brands invest in bringing their digital writing to the next level, which may mean hiring an “industry expert” to create higher caliber blogs. this is also the reason why quality content writers are one of the most in-demand roles in the Search Engine Marketing space.

 

6. Better Social Media Practices

This trend is in the same realm as blogging in that it is something that almost everyone is doing, but very few are doing well. Specifically, they aren’t getting the most out of their social media data. Even if you are creating high-quality content and regularly responding to comments, questions and complaints, you may be missing out on a lot of valuable information.

Social media platforms such as Facebook are a significant contributor to big data because there are a lot of engagements on these services. Customers are practically handing you a road map to running your business more efficiently and providing a better customer experience. Thus, you should be actively listening and collecting social media based data.

 

Conclusions

There’s a reason that the biggest section is about becoming mobile-centric. That’s the premier trend for 2020; everything that comes after mobile is just icing on the Perth small business marketing cake. Not to mention that many of the following patterns are hugely affected by mobile (think about how often you check your email, watch videos and check social media on your phone). When it comes to providing value to consumers and retaining them as long-term, brand loyal customers, it all starts with how mobile-centric your perth business is.

 

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Beginners Guide To SEO: Essential On Page SEO Tips To Help You Rank Locally

In today’s post, I’m going to run through essential On Page SEO Tips you can use to optimise the On-page contents of your website so you can boost your rankings in Google local search results and attract more visitors to your website and business,

Google uses over 200 signals to decide how to rank websites in its search results. Some of these signals come directly from your website content. In the SEO industry, they are known as on-page signals because they are directly located on the content of your pages.

The good news is that they are easy to implement, and although you might not climb up to the number one spot on Google when you optimise them, it will help you on your journey there.

Let’s start with the first tip…

 

1.Optimising Your URL

 

Optimising your URL or the address of your page to target a specific city where your local business is located.

Let’s say you are a plumber and you want to rank for the keyword plumber Perth which is the main city of Western Australia. You should add the keyword plumberperth in your URL to help Google understand this page is about you a plumber in Perth.

But be careful not to be too spammy if your domain name already includes part of the keywords then there’s no need to create a sub-page with the main keyword.

For example:

If your website is called bestplumbers.com.au. You can create additional pages that target the city you want to rank, for example.

bestplumbers.com.au/perth

bestplumbers.com.au/rockingham

bestplumbers.com.au/mandurah

and so on…

 

2.Optimising the Meta Title Of Your Page

 

For those of you who don’t know the meta title of your page, it’s the HTML code that shows the name of the page in your browser.

Here’s an example of a meta title:

 

page title or meta title examples

The meta title is relatively easy to update. here are some guides online that show you how to update meta title depending on your content management system (e.g. WordPress, Wix & Squarespace ) 

Here are some quick guides for some of the most popular CMS out there.

This is an important component of your On Page SEO Tips for multiple reasons because:

  •  Since it plays a small part in rankings 
  • People are more likely to click on an appealing title than a bad one which will drive more traffic to your site 

Here’s a quick example of a good and bad meta title:

Image result for example of a good page title seo

 

And here are some bad one’s for you to avoid

Image result for example of a bad page title seo

 

Make sure you are adding your main keyword on the page title since it tells Google what the page is all about but make sure you don’t spam it with different keywords. The point of a good page title is to entice searchers to click on your website.

The team at Moz created a detailed guide that explains best practices on creating a great Page Title or Meta Title.

Click here to read the article 

 

3.Optimising Meta Descriptions Of Your Pages

 

Meta Description is the little snippet of words you see under the page title or headline on search engine results.

Like your page title, The meta description is also a piece of HTML code you can easily access from your content management system.

So why is meta description so important?

 

A meta description can influence the decision of the searcher as to whether they want to click through on your content from search results or not. The more descriptive, attractive and relevant the description, the more likely someone will click through.

Same as the page title, the point of a great meta description is to entice searchers to click on your page. A recent study shows that a page with a high CTR or click-through-rate has a direct correlation to the page’s ranking.

The guys at Smarinsights created the detailed posts about the clickthrough rate of pages and their rankings.

Read the full article here

Here’s a Meta description checklist that you need to keep in mind when creating a great meta description.

  • Keywords: do make sure your most important keywords for the webpage show up in the meta description. Often search engines will highlight in bold where it finds the searchers query in your snippet.
  • Write legible, readable copy: this is essential. Keyword stuffing your meta description is bad, and it doesn’t help the searcher as they’ll assume your result leads to a spammy website. Make sure your description reads like a typical, human-written sentence.
  • Treat the meta description as if it’s an advert for your web-page: make it as compelling and as relevant as possible. The description MUST match the content on the page, but you should also make it as appealing as possible.
  • Length: a meta description should be no longer than 135 – 160 characters long (although Google has recently been testing longer snippets). Any longer and search engines will chop the end off, so make sure any important keywords are nearer the front.
  • Do not duplicate meta descriptions: As with title tags, the meta descriptions must be written differently for every page. Google may penalise you for mass duplicating your meta descriptions.
  • Consider using rich snippets: by using schema markup, you can add elements to the snippets to increase their appeal. For instance: star ratings, customer ratings, product information, calorie counts etc.

4.Optimise Your Images with Alt-Tags

 

Images optimizing images is often overlooked by businesses and is a missed opportunity to rank higher by giving further context to Google about the topic of a page. 

The good news is it’s super simple to do. Let’s say you run a cleaning business in Perth you would like to optimize this image. You can give your picture of file names such as Perth Cleaners.jpg and then add a relevant alt attribute.

If you don’t know what an alt attribute is, it is the alternative text that is displayed on a page when the image cannot be rendered. You can easily add this on your CMS when you load a picture.

In this example, you could add Perth Cleaning Services at the [Business Name].

Here are some of the best practices of creating a proper Alt text for your images.

  • Describe the image and be specific. Use both the image’s subject and context to guide you.
  • Keep your alt text fewer than 125 characters. Screen-reading tools typically stop reading alt text at this point, cutting off long-winded alt text at awkward moments when verbalizing this description for the visually impaired.
  • Don’t start alt text with “picture of…” or “Image of…” Jump right into the image’s description. Screen-reading tools (and Google, for that matter) will identify it as an image from the article’s HTML source code.
  • Use your keywords, but sparingly. Only include your article’s target keyword if it’s easily included in your alt text. If not, consider semantic keywords, or just the most important terms within a longtail keyword. For example, if your article’s head keyword is “how to generate leads,” you might use “lead generation” in your alt text, since “how to” might be challenging to include in image alt text naturally.
  • Don’t cram your keyword into every single image’s alt text. If your blog post contains a series of body images, include your keyword in at least one of those images. Identify the image you think is most representative of your topic, and assign it your keyword. Stick to more aesthetic descriptions in the surrounding media.

5.Improve Your Internet Linking

 

We want to start by explaining what an internal link is. An internal link is a text link that points from page a to page b on your site.

Here’s a quick example of Interlinking pages.

Webpage Interlinking Examples on Wikipedia

 

Internal links to your pages help with ranking pages higher in Google. But don’t get overexcited and start adding tons of links across all your pages targeting the same terms hoping it will propel you to the number one position in Google.

Your links need to look natural, avoid creating multiple links on one page pointing to the same page using the same word. Also, make sure it is in context. The best way of doing this is to check for opportunities on your existing content.

 

Why is page interlinking so Important?

 

 

The guys at Moz couldn’t have explained it better

“In the example above, Google’s colourful spider has reached page “A” and sees internal links to pages “B” and “E.” However relevant pages C and D might be to the site, the spider has no way to reach them—or even know they exist—because no direct, crawlable links point to those pages. As far as Google is concerned, these pages basically don’t exist–great content, proper keyword targeting, and smart marketing won’t make any difference at all if the spiders can’t reach those pages in the first place.

The optimal structure for a website would look similar to a pyramid (where the big dot on the top is the homepage):”

internal linking best practices.

Best practices for Internal Linking

Now that you understand the importance of internal linking let’s take a look at some SEO best practices that will help you get the most out of your internal linking strategy. 

USE DESCRIPTIVE ANCHOR TEXT

First of all, it’s essential to use descriptive keywords or phrases in the anchor text of your internal links.

Anchor text is the portion of the link that’s visible to site visitors. In other words, it’s the highlighted text that people click to visit other pages.

To give website visitors and search engines a clear idea of what to expect when they click the link, you need to use descriptive anchor text.

For example, if you are linking to a page located at, “http://www.example.com/pets/dogs.html,” your anchor text could simply say “dogs.” This lets people know what information they will find if they click the link. 

CREATE A CRAWLABLE LINK STRUCTURE

Search engines need to have access to a crawlable link structure that allows search spiders to find and index all pages on a website easily.

If you want to see what your website’s link structure looks like, you can use Open Site Explorer.

Many websites make the mistake of burying main link navigation so that search engines can’t find it, and this can negatively impact their ability to get indexed by major search engines.

In other words, search engines need a way to reach pages on your website, and internal links make this possible. For example, a search spider may arrive page A and follow a link to page B. However, if pages A and B don’t link to page C, search crawlers will have no way to reach and index that page. 

Crawlable link structures allow link juice (ranking power) to flow through your entire website and makes it easier for search engines to discover and index new pages

USE FOLLOW LINKS

Both the meta robots tag and the robots.txt file allow website owners to restrict search spider access to website pages. 

So if you want search engines to find pages on your website, you need to ensure that you use follow links that allow them to follow links to discover new pages.

Follow links are a great way to build an internal link structure for your content marketing strategy, and they allow link value to flow freely.

Create quality content

To have lots of internal links, you need to create a lot of inner pages.

Search engines need to see content on each page to index them, and both search engines and website visitors alike love quality content.

Creating content related to your business, products, and services is a great way to improve your rank in search engine results, and it allows you to add internal links to valuable pages on your website. This will help to drive traffic to your site and provide people with the information they need to take the next step with your company. 

LINK DEEP

Instead of linking to pages that are already included in your site’s main navigation, we recommend looking for link opportunities deep within the structure of your website. Sometimes, pages can get buried in your site’s architecture, so it’s an important link to them from other top-level pages.

Rather than always linking to your home or contact pages, include links to other internal pages in order to boost the overall SEO value of your website. This will ensure that both search engines and website visitors can find pages on your website and quickly digest the content.

USE NATURAL LINKS

Make sure internal links are natural for readers. When readers see informative links that match the context of the content, they will be more likely to click the link and explore other content on your website.

Including links in your website copy is like saying “Hey! This is important. Stop what you’re reading and click the link!”

So you need to make sure that you link to relevant pages that provide value to readers and relate to the topic of the page that they’re currently visiting.

After all, if someone is reading about SEO Guides for 2020, it probably wouldn’t make sense to direct them to a page about dog grooming tips.

When you include natural links to other pages on your website, visitors will become more involved in your website and will most likely spend a more extended amount of time on your site.

USE A REASONABLE NUMBER OF LINKS

It’s also crucial that you keep the number of internal links on your website reasonable.

But what is a reasonable number of links?

Google engineer Matt Cutts said, “It seemed about right to recommend about 100 links or so,” and “in some cases, it might make sense to have more than a hundred.”

This includes all the links on a page— header, footer, navbars, and ads.

It’s also important to remember that search engines will only crawl around 150 links on each page before they stop spidering pages linked from the original page. Though this number is somewhat flexible, and high authority pages may have 200-250 links followed, it’s generally wise to limit the number of links on a page to 150, or they may not all be crawled by search spiders.

In addition, links toward the top of pages carry more SEO value, so you should always place the most important links near the top of your website pages.

When it comes to linking in the actual copy of your pages, there’s no magic number. However, it’s essential to consider your users and add links that are actually helpful for them. Instead of littering your pages with irrelevant links, add internal links to pages that contain related content that will provide visitors with valuable information. 

 

Conclusion:

On-page SEO Tips is about more than shoehorning a few keywords into meta tags.

It’s about fulfilling search intent and giving searchers what they want. That’s the most important step. If you don’t pull that off, no amount of “optimization” will help you rank.

We hope you found this post valuable and if you are looking for a Perth SEO make sure you contact one of our marketing experts for a free strategy call to discuss your business goals.

You can also read our detailed guide on how to buy SEO for your business to help you understand what to look for when starting an SEO campaign.

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Beginners Guide To SEO: Best Free SEO Tools To Help You Rank On Google

SEO takes too much time to do it manually and if you automate a big chunk of your SEO work you don’t need to break the bank to do it.

Over the last ten years of providing SEO Services, we figured out the Best Free SEO Tools to use to help you rank number one on Google.

In this post, we are going to share our favourite Free SEO tools that’ll help you get on page one of Google.

Now, before we dive into the Free SEO Tools, I’m going to break down them into three main categories.

They’re going to be Keyword Research. Then I’m going to go into Link Building and then Technical SEO. So the tools will fit into one of those three categories.

So let’s first start.

 

Best Free SEO tools - FAQfox

 

1.FAQFox

The first tool I have for you is FAQ Fox. Most people think only as keywords instead of thinking of the problem.

See, when someone’s searching Google they’re not just typing in something because they want some entertainment. Sure, that happens sometimes, but a large portion of the searches occur because people are looking for solutions to their problem. When someone’s looking for a new phone chance are they’re not satisfied with their old phone. When someone’s looking up a math equation chances are they don’t know the solution hence, they’re looking it up.

FAQ Fox finds you questions that people want to be answered. Based on a specific site that you want information from. You can search questions on popular sites like Reddit, Quora, Yahoo! Answers, or any other site out there in your industry.

best free seo tools - ubersuggest

2.Ubersuggest

 

The second tool that I have for you is Ubersuggest Keyword Ideas. Ubersuggest has recently expanded its database from being a simple keyword tool where it has just basic terms seed terms like marketing to now over 1.2 million suggestions per keyword. In other words, it now has a lot of long-tail queries. It also has comparison keywords, question-based keywords and propositions. All these will help you find the right keywords that people are typing in that will help you get more leads and more sales.

Our favourite feature within the Keyword Ideas Report is the Comparisons Report.

 

ubersuggest iphone v samsung

 

And the reason being is it’ll give you all the keywords that are comparison-based. Typically, when someone’s searching for comparison-based keywords such as “iPhone versus Samsung” they’ve already determined that they’re going to make a purchase.

The question is, what solution are they going to make?

With Ubersuggest it also shows you the search volume the paid difficulty, the organic difficulty and it even shows you all the other sites that are ranking, as well as how many backlinks they have as well as social shares.

The second category of Free SEO Tools we have for you is related to Link Building.

 

best free seo tools - mozbar

3.Mozbar

 

One of our favourite tools out there is MozBar. When it comes to backlinking getting links from high-quality sites will do way better for you than just getting average links from low-quality sites. So the more authority that these sites have and the more relevant they are, and when they link to you, it’s going to do way on your Google ranking than let’s say if a website called Joe the Plumber linking to your site.

 

With the MozBar, whenever you visit any website, it will tell you their domain authority and their page authority, which are metrics that show how authoritative the site is.

 

Domain Authority is used as a comparative score which compares your site’s ability to rank in SERPs with the websites of your competitors. DA scores range from 1 to 100, with 1 the lowest rating and 100 the highest. The higher the DA, the greater the ability of the website to rank in search engine results.

It’s great to know which sites you should be focusing on when it comes to your link building versus which sites you need to ignore because it’s just not worth the time and effort.

 

backlinks by Ubersuggest

4.Backlinks by Ubersuggest.

 

The next tool I have for you is Backlinks by Ubersuggest. It’s another great tool. All you have to do is go to Ubersuggest type in a URL and click on the Backlinks button.

 

When you do that you’ll see the Backlinks Report. It will tell you the domain score of the site, and It will also let you know the authority of all the URLs linking to that site. It’ll even tell you the anchor text, the link growth over time, and how many new links they getting every single day and how many links they are losing every single day.

 

We suggest using Ubersuggest Backlinks Report for competitor research. Type in your competitor’s keyword and find out the links they are getting and reach out to those sites to link back to you either by creating a similar or better content than your competitor.

 

best free seo tool - panguin tool

5. Panguin Tool

 

The third category of tools I have for you is related to technical SEO, So let’s start with the Panguin Tool.

Did you know that Google makes roughly nine updates a day? That’s 3,285 updates in just one year. As a small business owner, how can you possibly keep up with all those updates while still running your business? Well, the answer is the Panguin Tool. I know that’s a funny name and they’re taking penguin and panda and merging it ( Panda and Penguin are some of the most significant Google updates, and Google likes naming their updates after animals ).

This tool will tell you if an algorithm update hits your website.

This is when you will notice whether your traffic suddenly went down or suddenly went up. This tool gives you ideas on how you can recover after getting hit by a Google Algorithm update.

So instead of reading articles or searching online, you can use the Panguin tool to try and dissect what’s happening to your website after an algorithm update.

 

Image result for structured data markup tool

6.Structured Data Markup Tool

 

 The next tool we have for you is called Structured Data Markup tool.

If you are looking for ways to maximize your voice traffic, then this tool can help you since over 50% of the searches now are voiced-based, and it’s only going to increase over time.

If you want things like rich snippets or star ratings on your website every time you show up on the search results, then you need Structured markup.

There’s no point ranking in the search engine results if searchers won’t be clicking your website. The goal of setting up rich snippets is to help you increase your click-through rates and your overall traffic.

This is what a website looks like with a rich snippet set up on their website.

Image result for examples of rich snippets

 

Learn More About SEO By Reading Our Other SEO Blogs

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Ultimate SEO Guide for 2020

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Beginners Guide To SEO: How To Buy SEO Service for your Business

After dealing with thousands of customers over the last ten years, We heard many horror stories from clients locally and internationally.

From poor quality campaigns to terrible customer service that the so-called ‘marketing companies’ are delivering to unsuspecting small-business owners who don’t know any better when it comes to Digital Marketing.

We decided to help out our fellow business owners by creating a Beginners Guide To SEO or Search Engine Optimisation.

This post will focus on what you should expect when hiring an SEO Agency or SEO company in your local areas such as Perth or Mandurah. We will try and answer the most common questions when it comes to choosing a company to do your SEO for your business or online store.

  1. What is SEO?
  2. Whitehat and Blackhat SEO
  3. Why you should always go for Whitehat Strategies
  4. What comes with Whitehat SEO?
  5. How much should I pay for SEO?
  6. Why is SEO so expensive?
  7. How long do I need to wait to see the results?
  8. What do we need to do after we achieved our rankings?
  9. How can I choose the right SEO company? [Checklist]
  10. Conclusion

Before we start this article, we want to introduce ourselves. We’ve been in the SEO or Digital Marketing industry since 2009. We mainly deal with home service businesses ranging from 1 man business to a corporate level one. 

Working with different range of companies have taught us what business owners like yourself need, and how to make sure we are achieving the business goals.

Unfortunately, over the years, we have seen clients paying thousands of dollars every month with little to no results as they don’t know what to expect when buying SEO for their business.

So we want to educate business owners on what to look for when choosing an SEO agency or SEO company. We want to start with…

 

What is SEO?

To put it simply, SEO is the steps or process you need to implement to improve the ranking of your website in a search engine result ( mostly Google or Bing ).

SEO consists of two parts On-Page SEO ( Your Website ) and Off-Page SEO ( Other Website )

First, let’s discuss On-Page SEO

This is very straightforward, and most SEO pros agree on what is the best practices when it comes to On-Page SEO techniques.

This means that your website needs to have sections it needs for good rankings such as:

  • Page Titles
  • Meta description ( or page description )
  • Image alt-tags ( Image description that matches your main keyword )
  • Linking structure
  • and HTML tags ( H1, H2 and so on)

Different SEO communities and experts somewhat agree that the factors above are some of the most important ones and should be implemented on an excellent on-page SEO strategy.

Now that we have discussed the On-Page, it’s time to talk about Off-page SEO. This is the part where different experts have different strategies on what works and what doesn’t. This is what happens outside of your website, such as links or mentions from other websites.

 

What is Off-Page SEO?

When google chooses whom to rank on the search results, it looks for specific terms. It looks for connections or links that websites have.

For example, if you are trying to rank for the keyword “Best Vacuum Cleaner” it would benefit you if other vacuum websites are linking to your website via mentions or blog posts.

We could create five more blog posts talking about Off-Page SEO strategies, and it still wouldn’t cover everything, so for beginners, we want to keep it very simple.

To make sure you are making the right decision when hiring an SEO Agency in Perth.

We need to discuss two groups of SEO. The White-Hats and the Black-hats

 

2.Whitehat and Blackhat SEO

After marketers figured out that Google’s ranking factor is links from other websites, things got a bit out of hand.

Back in the days, it was as easy as generating a few links back to your main website, and your website will start ranking.

Marketers then realized that if they start creating more and more links, they will get better rankings. And guess what. It worked.

Next thing you know, marketers are creating thousands and thousands of links using shady practices to skyrocket their websites on to the 1st page of Google. This practice is now called Blackhat SEO.

 

 

What is the Black-Hat SEO Techniques?

Black hat SEO is a practice against search engine guidelines, used to get a site ranking higher in search results. These unethical tactics don’t solve for the searcher and often end in a penalty from search engines. Black hat techniques include keyword stuffing, cloaking, and using private link networks.

Some of the most common Black-hat SEO strategies are:

  • Keyword Stuffing
  • Cloaking
  • Sneaky Redirects
  • Low-quality content
  • Paid Backlinks
  • Blog Comment Spams
  • and the most famous of all PBN or Private Blog Networks.

Why You Should Avoid Black-Hat for a “real” business

While black hat SEO is not illegal, it does violate webmaster guidelines set out by search engines. In other words, it’s still against the rules. 

This means that if you engage in black hat SEO, you must be willing to get hit with a nasty penalty as punishment. 

Getting a penalty from search engines will cause your website to drop down in the search results or, worse, it could be removed completely. This means your website will gain less traffic and, ultimately, fewer customers.

Search engines have gotten better and better at spotting black hat SEO techniques. Nowadays, getting caught for practicing black hat SEO is pretty much unavoidable. 

Black hat SEO does not solve for the searcher, nor does it solve for the search engine. While you may see short-term gains from black hat SEO over time, search engines will pick up on your black hat ways damaging your presence in search.

 

Whitehat SEO 

3. Why you should always go for Whitehat Strategies

When you choose white hat SEO for your business, you are choosing results that last, from a provider who cares about high-quality marketing, and bringing the best results, not the fastest or cheapest.

 In most cases, those that perform WhiteHat SEO will be more reputable by nature. They are the organizations that will want to go the extra mile with your company for years to come and are passionate about delivering the highest quality SEO available. For the most part, they aren’t interested in quick results, quick sales, and then never speaking to you again. They want a lasting relationship that is beneficial for both parties over a long period. Real businesses last for a long time, they are not a flash in the pan operation, and their marketing shouldn’t be either.

Beware ‘Grey Hat’ firms who fly the WhiteHat flag and lead you to believe you’re getting a high-quality campaign. The’Checklist’ part of this post will help you to avoid such organizations.

 

4. What Comes with Whitehat SEO?

We’ve already discussed most of the process of Whitehat campaigns but here’s a quick recap:

  • High-quality connections with other related and authoritative sites.
  • Steady, slower results.
  • Results that will last.
  • Results that won’t harm your business in the long term.
  • Work is manually performed, without software.
  • All content used in campaigns is written by a skilled writer.
  • No auto-generation software is used for written content.

 

5. How much is a Whitehat SEO?

Whitehat SEO practice is expensive; this is why you should be cautious of companies offering a $500 per month SEO package.

But at the end of the day, you are hiring a company that will focus on bringing a bunch of qualified leads. Statistically, organic customers have the highest conversion rate compared to paid ads.

Most business owners assume that SEO is cheap because they’ve been so used to shady companies calling them offering a $500 first page guaranteed SEO campaigns.

It surprises us when we speak to business owners how little time, effort, and money they are willing to put in this area of business and how some of them are willing to spend tens of thousands of dollars for offline promotions that typically doesn’t bring the same results.

What we always suggest to our clients is if you aren’t willing to spend a decent budget on a good quality campaign, it’s better if you don’t do it at all. 

It’s better for your business to have no SEO campaign than a shady company that practices Blackhat strategies. 

A reputable SEO company usually doesn’t go out there actively looking for clients since they focus on long-term relationships as opposed to churn and burn tactics of a cheap SEO company.

They usually organize a monthly retainer fee, with the minimum project that generally lasts around six months. The minimum you should expect to pay for a good quality SEO campaign should be $1,500 – $2,000 per month.

This is mainly for low competition keywords and for higher competition campaigns such as lawyers & dentists coming in at around $3,000 to $10,000 per month.

For multi-national brand and campaigns, a typical SEO campaign goes for around $50,000+

You might be thinking to yourself. There is no way I am paying that much for an SEO campaign. Again these are campaigns that can potentially bring you thousands of highly targeted visitors who are actively looking for the type of service you provide.

A good SEO company should advise you whether a $2000 investment on SEO is worth it by calculating the potential ROI of the campaign.

 

Why is SEO so expensive?

6. Why is Whitehat SEO so expensive?

You are probably asking yourself why Whitehat SEO comes with a costly price tag. The simple explanation is Whitehat strategies is because it uses an expensive approach.

It’s very easy to create an online marketing campaign with a few hundred dollars.

Auto-generated content and auto backlink programs that will blast links to your website.

This strategy is probably going to cost you roughly around $50. However, this is a black-hat strategy. 

If you want to build a short term business, make as much money as possible and then repeat then sure this can work. But, if you want a long-term online marketing strategy for your business, then you should stay away.

 

Here are some of the elements of a White-hat strategy.

Contents

A large amount of the SEO budget is spent on creating top quality engaging material . Remember a moment ago we discussed creating ‘connections’ or ‘links’ from high quality sites? Well placing your link in a contextual blog or post, does wonders to establish that connection.

A high quality and engaging content is not cheap. You are looking at anywhere between $25 -$99+ each article. . Therefore to take an verage of $10 per article, $100 will only enable you to get 10 articles and if you want a very engaging content it will roughly cost you around $200 – $300 for 3 pcs of high quality content.

 

Press Releases

A large amount of the funding is spent on creating top quality engaging material . Remember a moment ago we discussed construction ‘connections’ from high quality sites? Well placing your link in a single body of high quality text, does wonders to establish that connection. Premium quality writers aren’t cheap? You are looking at anywhere between $25 -$25+ each article. . Therefore to take an average of $10 per article, $100 will only enable you to get 10 articles (or even 10 bodies of text to put your linking link into). . Starting to find exactly why it’s really costly?

 

High-Quality Partners.

As mentioned in the press release section, quality partners and networks make up a good deal of WhiteHat SEO, finding placements for your business and ensuring maximum benefit from these connections takes time and effort. You are also paying for exclusivity, gaining access to authoritative websites that others are not able to make connections with.

 

Company Overheads

The company has qualified staff, researchers, web designers, programmers and many other overheads to take into account. There is a huge distinction between hiring a digital marketing firm who can undergo your campaign at careful detail, offering advice and guidance during the years and hiring a one off freelancer, who’ll proceed to do what you paid him’ and leave.

 

how long is SEO?

7.How long do I need to wait to see the results?

How long is a piece of string? This is a very complicated question to answer since there are lots of factors outside of the SEO companies control that can affect how long it takes to generate the results. For a general answer, usually between 4-9 months is considered a fair average for most campaigns using Whitehat strategies.

The reason it takes that long is to build your authority naturally. We always recommend to our clients that if they are looking for results within the next weeks or first two months they are better off running a PPC campaign.

There are hundreds of companies that will promise you results in this time, but you can guess the type of tactics they will employ to achieve this.. In most cases, it’s not ‘natural’ to rank this quickly and the procedure necessary to see results like this will almost always harm your site in the long run.. You may experience great results for a few months, but once the string starts to unravel, it can take just days before you’re standing there naked, with only one sleeve of your sweatshirt left and a whole lot of wool in a heap beside you..

To be blunt; slow, steady results last. Quick results fade. (In most cases).

 

8. What do we need to do after we achieved our rankings?

Any good marketing company should have a well thought out action plan to be rolled out after results are achieved. Often referred to as ‘maintenance campaigns’, these aim to keep the current rankings where they are by sending continued positive signals toward the site and maintaining withstanding connections. Again, with BlackHat SEO this is rarely factored into the equation, since it is rare for a website to last this long when such techniques are employed and often ‘maintaining’ results is the last thing on the marketer’s mind ? simply achieving them is viewed as the goal.

You can estimate spending a fraction of the initial monthly cost of your campaign when in ‘maintenance mode’ since far less work needs to be done. The main reason for this further campaign is to show Google that you are still relevant and deserve the position you’ve been given. It’s a bad sign for a site to receive a lot of activity surrounding it, shoot to the top of the results and then go completely quiet. Google sees this as very unnatural. This is of course another benefit of WhiteHat campaigns, they are carried out in such as way as to stimulate real interaction in the first place, so a maintenance campaign furthers this work.

 

9. How Can I choose the right SEO company?

There are tons of great companies out there who can work wonders for your website and business delivering excellent results and even doubling or tripling your income! But.. there are also thousands that will do the opposite, eating up your budget then spitting out your website.. Here’s how to make sure you’re in the first camp, with our checklist!

 

  • Do they immediately quote you a price, or do they need time to review your needs?
  • Have they researched your niche/market?
  • Have they built a campaign around your needs and aims?
  • Do they talk about on-site SEO and changes that must be made to your site?
  • Do they offer these ‘on-site’ changes as part of the campaign?
  • Are their promises ‘too good’?
  • Is their time frame too quick?
  • Do they have a plan for after you rank? Do they even mention this?
  • How secretive are they about their campaigns and the actual work they do?
  • Do they use ‘buzz’ words and ‘waffle’?
  • Are they pleasant to speak with?
  • Do they require you to sign a contract?
  • Do they say ‘no’ if your demands are unrealistic?
  • Do they quote realistic prices?

Below are the questions that you should ask yourself and/or the potential marketing company ? if they haven’t covered something below, or you feel there answer is a bit strange, it may be time to search for another organisation.. If on the other hand they pass with flying colours, you may have just found your digital marketing firm!

 

Do they immediately quote you a price, or do they need time to review your needs?

Be alarmed if a company is able to instantly quote you a price! Unless on the rare occasion they have just finished an extremely similar campaign, they shouldn’t be able to quote you an exact price straight away! This is because it takes time to research the market and niche before the cost can be calculated. A rough ball-park figure is okay, but an exact price is a warning sign!

 

Have they researched your niche/market?

Continuing from the point above, they should have thoroughly researched your niche before going ahead with any proposals from their side. If they don’t take the time to look into your specific market and needs then they can’t truly know how much it should cost, or what they’ll need to do ? you are dealing with a company whose ethos is based around a ‘one size fits all’ mentality! Avoid!

Have they built a campaign around your needs and aims?

They might have researched your niche, and they may know what they will need to do to rank a website highly in your market. But do they understand you? Do they understand why you want to be ranked? Good digital marketing companies will go the extra mile to find out what it is you’re selling or what service you provide, this will enable them to not only bring you traffic, but ensure relevant, targeted traffic that is more likely to convert.

Fantastic digital marketing companies will go the extra mile and make some rough calculations to see if such a campaign will be profitable.. There are many scenarios where the ROI will be negative based on the cost of the campaign vs the possible profit from products/services sold.. Does the marketing company mention anything about possible ROI? Have they gone this extra mile to learn your business and understand what you’re trying to achieve?

 

Do they talk about on-site SEO and changes that must be made to your site?

If they ignore your site, and purely focus on ‘off-page’ elements, something is wrong. Unless, in the extremely rare case, your website is already perfect, they should go through necessary changes that should be made. These are SEO basics.

 

Do they offer these ‘on-site’ changes as part of the campaign?

It’s all very well talking to you about these changes, but will they implement them for you? If a company doesn’t really care about the state of your website, then it can’t really be concerned with the success of the campaign since these two elements go hand in hand.

 

Are their promises ‘too good’?

Be suspicious of any company that promises you ‘the moon’. The adage, ‘if it seems too good to be true’, comes to mind, and should be considered when reviewing proposals.

 

Is their time frame too quick?

Again, if the time frame is too quick, alarm bells should sound. They are either performing some techniques that you don’t want associated with your business, or they are flat out lying to you.

 

Do they have a plan for after you rank? Do they even mention this?

It’s important to understand how they view you as a client. Do they want a long-term business relationship, keeping you on top of the SERPs for years to come, or are they after a ‘wam, bam, thank you mam’ type deal. Have they informed you of what happens after the results are achieved? If they have not, then perhaps they don’t want any long term commitments, or they haven’t thought about this element; two reasons to say ‘goodbye’.

 

How secretive are they about their campaigns and the actual work they do?

Online marketing companies aren’t going to lay down their exact plan for you, this rarely happens, after all you could be a competitor looking to benefit from their hard work and tried & tested models. However, they should be open with you about what they do and happy to have a chat about what work is carried out and how they achieve results to some degree. Beware of companies who just want to take your money, while snapping at you if you ask too many questions. Firstly, it’s just bad etiquette, and secondly there may be something more sinister behind their silence.. such as lack of real understanding themselves!

 

Do they use ‘buzz’ words and ‘waffle’?

Watch out for companies who try and palm off your questions with ‘buzz’ words and meaningless descriptions. They may ‘talk the talk’, but you run the same risks as mentioned in the previous point.

 

Are they pleasant to speak with?

If you’re going to be using this company for a long time, you’ll probably spend a decent amount of time on the phone with them. It makes for a better business relationship if they’re pleasant to speak with, you don’t want to feel like you’re annoying them every time you call or have a question. They don’t have to be a barrel of laughs, but someone you enjoy discussing your business with is a definite plus!

 

Do they require you to sign a contract?

If there’s no contract, then it’s very strange. There are some exceptions to this rule, but as a whole you’d expect a legit company to operate with a legally binding contract. This is for your security and theirs.. Tread carefully if there’s no contract as you could find yourself with no legal recourse.

 

Do they say ‘no’ if your demands are unrealistic?

A good company will not take your money if your demands are unrealistic. If you ask for a golden spaceship, lunch with the queen and an unlimited supply of cherry flavoured limited edition Star Wars candies, you should be turned down. Be very wary of a company that nods and smiles at your every request. They’re most likely trying to get your money as fast as possible without a single intention of doing what you ask.. If you think what you’re getting is too good be true.. you know the rest.

 

Do they quote realistic prices?

Again, based on the rough pricing figures I mentioned earlier on, do their prices seem realistic? There are very few circumstances where you’ll get legitimate WhiteHat SEO for under $1,000 a month.. You’ve seen what this stuff costs, so if you’re able to get a campaign for $500, question how they’re able to do that while still making a profit.. Simple answer; they’re cutting corners at some point.

 

10. Conclusion.

Well that’s the end of our ‘Beginners Guide to SEO’, We hope you’ve found it useful! At the end of the day you should work with a marketing company that you feel comfortable with and are happy to trust with the reputation of your business. After all, the work they do will result in how your brand is perceived online by millions of people. If you think the marketing company you are dealing with is a good reflection of the quality and standing of your business and that they truly understand your aims, market and business model then they are the right fit for your organization! Along the same lines, make sure you understand how they work too. There is an old saying, ‘never invest in things you do not understand’ and it definitely applies here when contemplating this important business decision.

And my final piece of advice: Buying no SEO at all is better than buying bad SEO.

Read Our Other Marketing and SEO Blogs

Complete Guide To Marketing Your Home Service Business

Digital Marketing Strategies for Electricians

Ultimate SEO Guide

Everything You Need To Know To Rank Locally

Facebook Ads Guide On A Budget

Best Free SEO Tools

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Top Digital Marketing Strategies For Electricians

Most of the Electrical Contractors out there built their business who’s been around for 10,20, and 30+ years have built their business based on high-quality services, word-of-mouth and referrals.

In this blog post, we are sharing some of the best ways to market your Electrical Contractor Company online.

Over the last 5-10 years, the competition has grown fierce, and the shift on how consumers interact with business has also changed dramatically. In today’s digital age, 97% of consumers go online to find the local business.

Electrical contractors who embraced the digital age have grown significantly. At the same time, the ones who are still stuck with the old ways of doing business just plateaued or worst they had to close the company due to the market saturation and fierce competition.

If you want your Electrical contracting business to grow in 2020, you need to start marketing yourself online and start implementing strategies on how you can dominate your competition.

Using digital marketing can help establish your business as the go-to electrical contractor in your area as well as generate more sales and leads predictably.

 

1. You Need a Great Website

Your website is your central hub of all your digital marketing efforts, so it just makes sense that having a great looking and highly-optimised website is a must.

In 2020, just having a website is not going to cut it anymore. You need to have a great looking website with a user-friendly interface.

According to a recent study, 75% of people have judged a company’s credibility based on its website design and 48% say it’s the top factor in assessing a company’s credibility.

 

Here’s an example of one of our website design. A great looking website with the primary goal of getting as many leads as possible while giving consumers and browsers an excellent user experience.

 

2. Optimise Your Google My Business Listing

Google My Business is one of the most important aspects of online marketing, especially for Electrical Contractors who want to serve their local area.

A recent survey says that 70% of consumers who are searching for an Electrician in the local area ends up calling/booking the business in the local snack pack.

Here’s what a local snack pack look’s like for the search term Mandurah Electrician.

 

If your business is not showing up in the local snack pack, then you are losing a lot of calls and potential customers.

Here are some Google My Business optimisation tips that you can implement today.

 

Tip 1: Establish a consistent NAP ( Name, Address & Phone number )

    • You need to establish a consistent NAP across the internet, on your website, as well as on the major business listing websites like YellowpagesYelpTruelocal and Whitepages.
    • Consistent Name – Pick the format for your business name & stick with it. We recommend using your trading name instead of the legal business name. For example XYZ Electrical instead of XYZ Electrical Pty Ltd
    • Consistent Address – if your business address comes with Suite’s and Units, make sure it matches everywhere.
    • Consistent Phone Number – You want to use the same number on each of these sites.

Tip 2: Get Reviews

Reviews are a key ranking factor within the map listings.

  • As a practice, you need to request reviews from your customers to get them. A strategy that we use takes a three-step approach:
  • Send an initial email to your clients asking them for a review
  • Keep an open ear for happy customers and ask if they are willing to write a review
  • Have a review us card printed and give it to your customers after every completed service

Tip 3: Build Out Your My Business Page

    • Fill your My Business page with quality content. Add all ten photos of your office, staff, company logo, fleet and equipment
    • Upload a video. This video doesn’t necessarily need to be high quality or professionally produced. Break out your mobile phone and take a few video shots. Record yourself ( Owner or Manager ) explaining who the company is, what you do, and what your unique selling proposition is.

Tip 4: Select The Right Categories

You have the option to choose up to 5 categories. It is essential to select the appropriate categories and add new custom categories, as needed.

 

Tip 5: Increase Your Citations

All the things being equal, citations are a critical determining factor of ranking. Just like in SEO where in-bound links determine the ranking with local listings, citations determine the ranking. Whoever got the most quality citation wins.

  • Citations are listings across the web that contain your NAP with or without a link.
  • Add your business to business directories. 

Click here to find the most relevant local listing for your type of business.

 

3. Invest On A Good Quality SEO ( Search Engine Optimisation )

 

Now that you’ve decided to get a great looking website. You need to start optimising your on-page ( website ) and off-page ( other websites ), so search engines like Google & Bing will look at your site as the authority for certain topics or search terms.

Majority of Electricians out there haven’t invested anything to optimise their website, or worst they tried a $399 per month SEO service hoping that’s enough to start ranking on the first page fo Google.

Here are some of the primary key points that you need to take care of your on-page SEO.

    • Unique Title on Each Page
    • H1 Tag of your Main Keyword
    • Image Alt-tag with Main Keyword
    • URL Should contain page keyword
    • Anchor Text on each page and built into the footer
    • XML Sitemap should be created and submitted to Google Search Console

You also need to start creating more relevant pages for your website.

A typical home service business website has only 5 – 6 pages ( HomeAbout UsOur ServicesReviews and Contact Us ) That does not create a lot of indexation or place holders on significant search engines. Most contractors provide a wide variety of services.

By building out a website and creating separate pages for each of those services ( Combined with city modifiers ), Your business can get listed on search engines for each of those different keyword combinations.

Here’s an example of how we would typically build a website for an Electrical company in Mandurah:

Home – About Us – Customer Reviews – Contact Us

Sub Pages for Each Service – Emergency Electrician, Residential Electrician, Commercial Electrician, and so on.

Most Electricians provide services in multiple suburbs or cities outside their primary suburb. To be found on the search engines for each of those suburbs, additional pages need to be created.

Sub Pages for Each Suburb They Service – Rockingham Electrician, Baldivis Electrician, Bunbury Electrician, Port Kennedy Electrician etc.

Remember:

Google Ranks Pages Not Websites

 

So the more relevant pages you create, the higher your chances of showing up on the Google search results.

If you decided to hire a reputable SEO Agency, make sure the SEO company is only practicing white-hat strategies.

Black-hat strategies can give you a quick boost but eventually once Google finds out that Black-hat strategies are used on your website they can potentially wipe your online visibility.

White-hat strategies can take longer but a good SEO strategy takes time but it’s all worth it once you are on the top spot.

Don’t forget about your inbound links or backlinks.

Once the pages are built out and the On-page SEO is complete, the next step is getting inbound links.

Everything you have done to this point is laying the foundation or groundwork – you have the pages in order to even be in the running but it is the number of QUALITY inbound links to those pages that is going to determine your ranking in the Google search results.

So once the pages are built we are really just getting started. The only way to get your site to rank above your competition is by having more quality links to your site than your competitors.

There are number of things you can do to increase the number of inbound links to your site.

  • Association Links – Be sure that you have a link to your site from any industry associations that you belong to.
  • Directory Listings – Get your site listed on as many quality directory type listing as possible.
  • Create Interesting Content / Articles about your industry – This is probably the number 1 source of inbound links because you can write an article about your industry and push it to thousands of article directory sites, each containing a link back to a specific page on your site.

Here are some of the most important directories where you need to list your business.

You can add your company to most of these directory free of charge and that will service its purposes from a citation development perspective.

Visit click here to find the most important listing you need to be in for every industry.

When you are adding your company listing on the directories listed above make sure you enter a consistent NAP ( Name, Address, Phone Number)

If you build out your site for your services and sub-services , optimise the pages using SEO best practices and then systematically obtain inbound links to those pages and sub-pages, you will start to DOMINATE the search engines.

 

4.Don’t Forget About Your Social Media

There is a lot of Buzz around Social Media ( Facebook, Twitter, Youtube ) but how can social media be leveraged by an Electrical Contractor Company? How can you actually use social media to grow your business?

It starts with understand that social media is the new word of mouth. The best way to use Social Media is to enhance the engagement / loyalty of your existing customers and by extension of that and social media platforms, you will grow your repeat business and word of mouth business.

Setup your social media profile

  • Facebook
  • Twitter
  • Youtube
  • Linkedin

Send an email blast to your existing email list letting them know that you want to connect with them on social media and that you now have social profiles. Offer them some incentive to follow you.

  • Discount off next purchase
  • Discount for their family and friends
  • Something of value for free

Add social media to your day-to-day business practices and systematically invite your customers to engage with you online.

  • Add links to your business cards, brochure, marketing materials and website
  • Be sure to invite all your customers to engage after service via follow up email

Post Valuable Content 

This may be the most important component of your Social media strategy. If you have thousands of fans and followers, but you don’t add value. you will have accomplished nothing.

You need to post relevant up-to-date tips and ideas, techniques, news and special promotions on a daily basis. Try to keep your 90% if your posts informational and 10% promotional.

Engage with Your Customers

You need to stay on top of your social media profiles and engage with your fans/ followers when they post or reply to your profiles.

If you want to start using Facebook ads to drive additional source of traffic but you don’t want to drop thousands of dollars on a Facebook ad campaign.

Here are some of the tips to get the most out of your Facebook advertising dollars.

 

Post with Intent

these days simply posting things on your facebook page and hoping someone sees them no longer works. You need to have a goal and decide what you are looking to accomplish with that post.

Best way to do this is to look at your Facebook insights to understand what posts are getting more interaction with your audience.

Here’s a detailed infographic to guide you on how to use the Facebook Insights tool.

 

Use a content calendar

We’re all busy. And when we’re busy without a plan in place for the tasks we have to get done, things inevitably slip through the cracks. Social media content is no exception.

Just like with blogging, a successful social media strategy requires regular publishing and engaging with followers to see positive results — whether that be in terms of SEO, brand recognition, lead generation, or all three.

Here are some of the most popular Content Calendar tools that you can check out.

 

Trello

Trello is another organisational tool that’s highly effective for team collaboration. More specifically, social media managers can use Trello’s flexible assignment “cards” and customizable “boards” and “lists” to map out to-do lists, manage a content calendar, plan a campaign, and house ideas from a brainstorm.

Social media calendar created on Trello

 

Excel Spreadsheet or Google Sheets

Marketers might already use Excel for different types of reports and data analysis in their roles, but it’s a highly useful tool for social media content calendar organisation, too. Excel can be customised according to whatever priorities or metrics a team is focused on, so it’s an excellent tool for planning.

Social media calendar ideas organized on an Excel spreadsheet

Evernote

Evernote is a note-taking app that marketers can use to keep track of all the moving parts that comprise a social media campaign.

The tool also features yearly, monthly, weekly, and hourly logs, which make it easy to keep track of when you’re publishing content on social media when you’re producing blog content, and other team-wide priorities. (Evernote offers customizable templates for each of these that can be downloaded into the app.)

 

Optimise your Facebook Business Page

When creating your Business Facebook page, think of it as your own website. You can set up different tabs that work as a navigational menu of your page. Hence, it’s essential that you organise them so your customers can find the information they need quickly.

Very simple things like adding review tabs are often overlooked but can make or break the user’s experience.

 

Create your own group/community

By creating your own community inside your Facebook page, you can get more organic reach than your regular business page.

You can easily communicate with your audience without spending anything to boost your posts.

Here’s how to add a group to your Facebook page.

how to add group facebook page

Posts On Your Facebook Story

Facebook story tend to have a casual feel and users tend to engage more on content and posts like this. Some of the most successful facebook stories we’ve seen are Behind the scenes and business updates.

We have also seen an increase in the popularity of live feeds where you can interact with your audience and fans directly.

 

Boosts Your Posts

There’s no denying that Facebook business page organic reach has dropped significantly. So if you are having a big sale or a promotion, it’s worth it too boosts your facebook posts so all of your Facebook fans can see the offer.

Try using different types of content, messaging, images and posting times to see what can help you get the most out of your marketing budget.

One of the most powerful aspects of using facebook posts is you can custom tailor the audience by location, age, and so on.

Here’s a step by step guide how to boosts your posts on facebook.

how to boost posts on facebook

Boosts Posts and Facebook Ads Combo

By creating multiple ads and boosting the ads with a budget of roughly $30 to $50 to drive engagement to your ad. This will also tell you which ads are getting more engagements such as likes, comments and shares.

Once you have generated significant engagement, you can use that exact same boosted posts as your primary conversion ads.

Ads with likes, comments and shares generally convert better than an ad without any engagement.

 

Create Your Custom Audience

One of the most effective ways to get the most out of your marketing budget is to retarget users who already engaged with your brand or business.

You can create hundreds of different custom audiences and run various tests.

Our tip is to run video ads to an audience who never heard about your business. For example, if you are an electrician, you can create a video talking about “10 electricity safety at home”.

After a few days, you can then send another ad to people who watched your video ad offering a discount on home electrical health check,

By using the method, you are only sending your offers to people who are interested in your service or product getting the most out of your marketing budget.

 

Use different bidding strategies

One of the most important ways to create a successful facebook marketing campaign is to test different bidding strategies.

For example, you can create multiple ad sets with an exact same copy but with different bidding strategies, let it run for a couple of weeks and then turn off the underperforming ad sets.

Facebook uses data to find the best customers accurately and if you only started advertising, recently, Facebook won’t have enough data on your business account. Facebook typically need 15 to 25 conversions per week to find the best audience so if you don’ have 25 purchases then it’s best to set the conversion event that’s closer to the top of your sales funnel.

 

Capitalise on link retargeting.

If you’re using Facebook retargeting ads to boost conversions and attract visitors to your website, you should use link retargeting. This allows you to build your retargeting lists and reach the audience who haven’t visited your website before.

“Basically link retargeting allows you to add Facebook retargeting pixels to your short link when sharing curated content. Anyone who clicks on this content can be retargeted with relevant ads, So you can retarget people who’ve clicked on media coverage, reviews or industry news related to your business, even if the link led to a third-party website.”

To read our full Facebook Ads Guide On Budget for 2020 click here

 

5. Generate More Reviews

Word-of-mouth or referral are still considered some of the best leads that you will get. But you might have noticed over the last few years that the number of referral leads is going down.

One of the main reason for this is because of online referral platforms such as Google, Yelp, Trustpilot and other review platforms.

First Impressions matter, especially in the business world. With the internet at our fingertips, consumers can easily do a quick search about your business and find the information they need. Customer reviews are one of the first things they look for when they decided to do business with you.

With as much as 88% of consumers relying on customer reviews, you want to make sure that the first thing they see are positive, glowing recommendations. Otherwise, it can ruin your business.

Here are some of the reasons why you need a Review Strategy for 2020!

Online Reputation

 

With the Internet’s help, Word-of-mouth spreads like a wildfire. The good news about your business travels fast while bad news travels faster. If you receive a single negative review recent report says that review will cost you about 20% of your potential customers. With other statistics saying the numbers can jump to as high as 59%! Do not underestimate the power of a negative review. It can make or break your business.

 

Customers are more likely to write about negative experiences than positive ones online. They won’t hesitate telling everybody how unhappy they are with the service they received. Whether in Social Media, Telling their friends and Family, Online Review Sites such as Yelp, Trustadvisor and worst on your Website or Google My Business listing.

 

To gain the trust of potential customers, you need to prove to them that you’re a professional. One way to do this is to encourage all of your happy customers to leave a 5 Star review on your business listings. There is no one better to tell your success stories than your satisfied customers.

 

Boost your SEO rankings

 

One of the most effective ways to improve your online Local visibility is to list your business on online review sites like Yelp, Yellowpages, Trustadvisor, and Google My Business.

 

Google is the most used search engine on the Internet. Google’s goal is to provide the best possible result you a query. The reason behind this is the more accurate the information they provide, the more likely you will use Google again to find answers. Since they know how important online reviews are for the majority of the customers, they tend to pay attention to these online review websites. Online reviews are one of the key factors that influence local search rankings. The diversity of review sites, Your rankings, The speed at which reviews are generated, and the total number of reviews your company has – all of these factors play a major role in whether your business appears on the local search results.

 

There are plenty of review websites online and because of this, it can be quite difficult to choose where to have your business listed. But one of the most important ones is Google My Business. since the most turn to Google for online research, that means a larger audience will see your Business profile.

 

Google My Business focuses on Local search results to help local businesses reach their target audience. 90% of consumers today will Google your business before doing any business with you. They want to know more about your business, and Google My Business can provide some quick answers.  It provides information such as contact number, address, and opening hours.

 

Influence buying decision

 

Buying something online is one of the most popular ways to make purchases today. Consumers flock the internet to buy items and inquire about a service.

 

Most people start their buyers’ journey buying looking up the product online. Buyer’s today are smart. They don’t just buy anything from anybody. They’d go from one site to another to compare prices and reviews. They take time to read online reviews before making a purchase.

 

Online reviews play such a crucial role and are relied upon by a lot of people. According to a survey that was conducted by Brightlocal 90% of consumers read online reviews. 88% of them trust online reviews as much as a recommendation from a family member or a friend. Reports also mentioned that typical consumers read around 6 reviews before they form an opinion about a business. Do not hesitate to show off your best reviews on Twitter, Facebook, Instagram, Blog or even your website.

 

Get found Online

 

The majority of consumers tend to start their buyer’s journey online since it’s easier and more convenient. They go online not just to find who’s the cheapest or who’s offering the best deals, but to research about the products or services they need. They already know what they want. Right now, they are in the process of selecting a business that can cater to their needs. This is where online reviews come in.

 

Reviews are usually the first thing they look for when they want to buy something online. As a potential customer, they want to know the opinion of previous customers. What do they think of the product? or the service? Is it worth their money? These are the things they want to find before buying or using your service.

 

Reviews are an absolute essential for businesses. Consumers may not be familiar with your company, but they are likely to come across your business during the shopping process if you have some customer reviews. The more reviews you have, the more reliable and trustworthy you’ll be in the eyes of potential clients. not only will it make the decision process easier, but it also helps you generate more leads.

 

Drive Sales to your Business

 

If you’ve ever bought anything online, you have probably read online reviews. You are not alone. As mentioned above, a huge majority of consumers read online reviews. Why? It’s because people want an assurance that the product they are planning on buying is of good quality.

 

When considering buying a camera or a smartphone, they often consult the reviews to check if previous customers are satisfied with the purchase. Another reason is to determine the quality of a local business.

 

A huge percentage of buyers take time to read product reviews before making any online purchase. They are more likely to get that camera if they find ratings with an average score of 4 on the particular model they are eyeing on. 5-star reviews may provide the extra push they need. They just need reassurance and confirmation that they are getting the right product.

 

Having no reviews is as good as having negative reviews. Since many of them rely on product reviews, some people may see the lack of reviews as a red flag. It leaves your reputation in a vulnerable state. People may not even consider buying your products without them. Think about how many potential customers end up buying from your competitors because they can’t seem to find any reviews.

 

6. Hire A Digital Marketing Agency

You might think that we are biased here, but truly believe the right digital agency can make a huge improvement when measuring the return on marketing investment made in digital.

You’re able to tap into the skills, experience, and perspectives of a collection of digital professionals all passionate in delivering on your marketing objectives.

You will have access to all the skills that you need

Building an in-house team to take care of the entirety of your digital marketing efforts is a practical impossibility for many businesses.  The skills your company needs are either hard to come by or too expensive. What’s more, it won’t be financially feasible to hire someone for a full or even part-time placement if you don’t need their skills constantly and consistently.

The campaigns that you run will change at different times of the year – for example, branding and SEO at the start of the year, and focus more on social media and paid advertising towards the end of the year to gain that quick boost of leads and sales.

A digital marketing agency will retain employees in a range of different roles and can apply the right mix of skills to meet your campaign objectives. This happens seamlessly for you, with the knowledge they have built up about your brand objectives shared throughout your campaign team.

Manage your budget more effectively

Outsourced digital agencies are typically responsible for the marketing spend that your company places with Google, Facebook, Instagram, and Twitter.

Tracking this spends across multiple platforms and campaigns is difficult and time-consuming. Add to that the requirement to track conversions, carry out optimization and direct budget to the most effective campaigns, and you have a complex set of reporting and management requirements.

Digital agencies are experts in effectively managing your digital marketing budget, having developed tools and processes over 100s of clients to make the process more efficient. By working with an agency, you benefit from their internal controls and procedures. You set the budget and expectations, they handle the rest.

Give your business space to grow

Scalability is a key advantage of outsourcing.  As your business grows (whether that is through more physical locations, more electricians , more vans or just to help you handle the influx of leads or sales), your operations need to change to react. 

A digital agency can respond to the changing needs of your business and likely has experience dealing with the issues that you are trying to resolve. Once again, they can apply the expertise, insights and software solutions developed with other customers to help you through the growth stage of your business.

Need Help Leveling Up Your Electrician Marketing Strategy in 2020? We Got You.

At Shoutout Digital, we have been helping home service business like yourself generate more leads and sales by implementing a solid digital marketing strategy. Whether you are a new business or someone who’s been in the Electrical Industry for the 50 years, we’re here to help.

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The Complete Guide To Marketing Your Home Service Business Online 2020

Beginners Guide To SEO: Best Free SEO Tools To Help You Rank On GoogleIn today’s digital world more and more people are searching online for home services like Electrician, Plumber or Cleaner.

In this we are sharing a comprehensive guide on How To Market Your Home Service Business Online for 2020

In this blog we will walk you through the process of claiming your map listing, optimsing your website from an SEO perspective and explain:

How search engines work and what you need to do to handle each
for maximum return.

  • How the map listings work & how to get your home service business
    listed on the map.
  • Our search engine optimisation strategy for home service business
  • How to find your most profitable keywords
  • The most important online directories that you must be listed on
  • Our social media strategy specially for the Home Service Industry

Why SEO or Search Engine Optimisation is so Important For Home Service Businesses?

 

Most home service business already understand that the internet & search engines are EXTREMELY important to the long term growth and sustainability of their business but occasionally we get the question.

Why SEO is so important for home service businesses?

 

Yellow Pages and Traditional Marketing Are No LongerEffective.

 

It used to be that the #1 place consumers looked when they need a service was the Yellow Pages. In today’s market, very few people still reference the printed Yellow Pages. In fact the new generation has not even been exposed to the Yellow Pages and only know the Internet as a way to search for local businesses.

Where do they go now?

They look on the search engines like Google & Bing and social media sites like Facebook, Instagram and Twitter asking for referrals from their friends and family.

Here’s an example of a search query “Electrician Near Me”

electrician near me

 

If your business is not showing on the first page results then you are potentially losing customers.

  • A new survey of 2,000 consumers found that 86% of those surveyed used Google or Bing to find a local business.
  • 74% of the respondent said they use a search engine when they are looking for a local retail or service business.

If you are not showing up on the page one of major search engine like Google & Bing for the home service related keywords in your area. Then you are missing a major opportunity.

This guide will show you how you can ensure that you put your best foot forward and show up in as many local search terms in your area as possible.

 

Understanding how search engine work

 

Over the past ten years the way the search engines work has changed significantly; especially with Google focusing on local results. A majority of home service businesses we talk with are confused about how the search engines work and the differences between the map listings, organic listings & the paid / Pay-per-click listings.

In this section we wanted to take a few minutes to demystify the search engines and break down the anatomy of the search engine result page. By understanding how each component works, you can formulate a strategy to maximize the results of each.

There are 3 core components of the search engine result page

  • Paid listings or PPC
  • Map listings
  • Organic listings

Paid Listing or PPC Listings

In the paid section of the search engines you are able to select the keywords that are relevant to you and then pay to be listed in this area.

The reason it is referred to as PPC or PAY-PER-CLICK advertising is because rather than paying a flat monthly or daily fee for placement, you simply pay each time someone clicks on the link. The PPC platform is based on a bidding system and the company that bids the highest gets the best placement.

PPC is still a good way to market your business online, but should be thought of as a short term marketing solution.

Here’s an example of a PPC Listing use the search term “Mandurah Electrician”

 

mandurah electrician PPC Listing

 

Map Listing or Local Listing

The map listing have become very important because it is the first thing that comes up in the search results for most locally based searches. If someone searches “Electrician + Your City” chances are the map listings will be the first thing they look at.

Unlike the paid section of the search engine, you can’t buy your way into the map listings you have to earn it, and once you do, there is no per click cost associated with being in this section of the search results.

We will share our Google My Business optimisation strategy with you later in this guide and show you exactly what needs to be done to obtain page one placement in the map section.

Here’s an example of the map listing using the same search query ” Mandurah Electrician”

mandurah electrician Map listing

 

 

Organic Listings

The organic listing of the search engine results page appears directly beneath the map listings in many local searches. Similar to the map listing, you can’t pay your way into this section of the search engines and there is no per click cost. We will share our SEO strategy guide.

Now that you understand the 3 major components of the search results and the differences between paid, map and organic listings you might wonder

What section is the most important?

 

This is a question that we receive from businesses every day.

The fact is that all three components are important and each should have a place in your online marketing program because you want to show up as often as possible when someone is searching for your Home Service business in your area.

With that said, assuming you are operating on a limited budget and need to make each marketing dollar count; you need to focus on investment on the sections that are going to drive the strongest return on investment.

 

Where People Click on The Google Search Results

 

Research indicates that a vast majority of the population look directly at the organic and map listing when searching and their eyes simply glance over the paid listings.

According to the research 72% of the clicks on the search results are going to the Map and the organic listing.

While 28% of the clicks are going to the paid results.

Here’s an image of eye tracking heat map where most searchers are looking.

Google search result eye tracking heat map

 

 

Getting Listed On The Google Map Results

 

Step 1: Visit the Google My Business website and follow the sign up process 

You should see this page. Simply follow the sign up process.

google my business sign up

 

A listing on Google My business is a must for any local home service business, it’s the very first listing Internet searchers see; even above the organic results.

 

Google My Business Listing Optimisation Tips

 

Now that you have successfully claimed your Google My Business Listing on Google you need to take additional steps to improve your placement on the maps in your area.

 

Tip 1: Establish a consistent NAP ( Name, address & Phone number )

  • You need to establish a consistent NAP across the internet, on your website, as well as on the major business listing websites like Yellowpages, Yelp, Truelocal and Whitepages.
  • Consistent Name – Pick the format for your business name & stick with it. we recommend using your trading name instead of legal business name. For example XYZ Electrical instead of XYZ Electrical Pty Ltd
  • Consistent Address – if your business address comes with Suite’s and Units make sure it matches everywhere.
  • Consistent Phone Number – You want to use the same number on each of these sites.

Tip 2: Get Reviews

Reviews are a key ranking factor within the map listings.

  • As a practice, you need to request reviews from your customers in order to get them. A strategy that we use takes a three-step approach:
  • Send an initial email to your clients asking them for a review
  • Keep an open ear for happy customers and ask if they are willing to write a review
  • Have a review us card printed and give it to your customers after every completed service

Tip 3: Build Out Your My Business Page

  • Fill your My Business page with quality content. Add all 10 photos of your office, staff, company logo, fleet and equipment
  • Upload a video. These video don’t necessarily need to be high quality or professionally produced. Break out your mobile phone and take a few video shots. Record yourself ( Owner or Manager ) explaining who the company is, what you do, and what your unique selling proposition is.

Tip 4: Select The Right Categories

You have the option to choose up to 5 categories. It is very important to select the appropriate scategories and/or add new custom categories, as needed.

 

Tip 5: Increase Your Citations

All the things being equal, citations are a key determining factor of ranking. Just like in SEO where in-bound links determine the ranking with local listings, citations determine the ranking. Whoever got the most quality citation wins.

  • Citations are listings across the web that contain your NAP with or without a link.
  • Add your business to business directories Click here to find the most relevant local listing for your type of business.

Seo Strategy for Home Service Businesses

 

SEO, or Search Engine Optimisation, is the process of getting your website to show up in the Organic section of the search engines.

There are specific things that you can do both on and off your website to ensure that you show up when someone types “Your Service + Your City” into Search Engines like Google or Bing. In all of our years working with businesses in some of the most competitive markets, we have developed a proven strategy that consistently gets our clients to the top of the search results and we are sharing it with you for free.

 

Step 1 – Build Out Your Website & Obtain More Place Holders On The Major Search Engines

 

A typical home service business website has only 5 – 6 pages ( Home, About Us , Our Services, Reviews and Contact Us ) That does not create a lot of indexation or place holders on major search engines. Most contractors provide a wide variety of services.

By building out a website and creating seperate pages for each of those services ( Combined with city modifiers ), Your business can get listed on search engines for each of those different keyword combinations.

Here’s an example on how we would normally build a website for a plumbing company in Mandurah:

Home – About Us – Customer Reviews – Contact Us

Sub Pages for Each Service – Mandurah Emergency Plumber, Mandurah Leak Detection, Mandurah Toilet Repair, Mandurah Water Heater Installation etc.

Most home service contractors like a plumbing company provide services in multiple suburbs or cities outside their primary suburb. In order to be found on the search engines for each of those suburbs, additional pages needs to be created.

Sub Pages for Each Suburb They Service – Rockingham Plumber, Baldivis Plumber, Bunbury Plumber, Port Kennedy Plumber etc.

 

Step 2 – Optimise for Search Engines:

Once the pages are built for each of your core services and sub-pages, each of the pages need to be optimised from an SEO perspective so that the search engines understand what the page is about and list you for those words.

Here are some of the most important items that need to be taken care of for on-page SEO.

  • Unique Title on Each Page
  • H1 Tag of your Main Keyword
  • Image Alt-tag with Main Keyword
  • URL Should contain page keyword
  • Anchor Text on each page and built into footer
  • XML Sitemap should be created and submitted to Google Search Console

 

Step 3 – Inbound Links or Backlinks

 

Once the pages are built out and the On-page SEO is complete, the next step is getting inbound links.

Everything you have done to this point is laying the foundation or groundwork – you have the pages in order to even be in the running but it is the number of QUALITY inbound links to those pages that is going to determine your ranking in the Google search results.

30% of SEO is On-Page Work the other 70% is Link Building

 

So once the pages are built we are really just getting started. The only way to get your site to rank above your competition is by having more quality links to your site than your competitors.

There are number of things you can do to increase the number of inbound links to your site.

  • Association Links – Be sure that you have a link to your site from any industry associations that you belong to.
  • Directory Listings – Get your site listed on as many quality directory type listing as possible.
  • Create Interesting Content / Articles about your industry – This is probably the number 1 source of inbound links because you can write an article about your industry and push it to thousands of article directory sites, each containing a link back to a specific page on your site.

If you build out your site for your services and sub-services , optimise the pages using SEO best practices and then systematically obtain inbound links to those pages and sub-pages, you will start to DOMINATE the search engines for your Home Service Industry related keywords in your area.

In order to help you determine what pages should be built out for your site. we are going to guide you on how to find the most searched keywords in your industry. By knowing these keywords and implementing them to your new website, you can ensure that you don’t miss out on valuable traffic to your site.

 

Keyword Research To Find Your Most Profitable Keywords

Step 1. Sign in to Google Ads  ( You need a gmail account to login ) if you don’t have one you can just create a dummy gmail account for testing purposes.

 

Step 2.Once you have completed the sign or sign up process. Click on the wrench icon in the toolbar at the top of the page.

 

Step 3. Choose Keyword Planner.

keyword planner

 

Step 4. You’ll see two different tools within Keyword Planner ” Find new keywords” and “Get metrics and forecasts for your keywords”

 

When it comes to SEO-focused keyword research, these two tools are enough to generate thousands of potential keywords.

To be Clear:This tool is designed with PPC advertisers in mind. So there are a lot of features in the tool (like keyword bidding features) that won’t be useful if you’re using this tool to find keywords for SEO.

With that, it’s time for us to show you how to find SEO keywords using each of the tools built into the Google Keyword Planner.

Find new keywords Tool : Like the name suggests, this tool is ideal for finding new keywords.

So to help you get the most out of this tool, I’ll break down each of the 3 options.

“Enter Words”: These are single words that describe your business (for example, “plumber” or “electrician”). This allows you to access Google’s internal database of keywords for different industries.

“Phrases”: This is where you enter “seed keywords” and get a list of closely-related terms. I recommend entering AT LEAST 2 keywords. For example, if you run an Plumbing business, you’d want to enter terms like “Plumbers in Mandurah” and “Emergency Plumber” here.

“A URL related to your business”: This is designed for Adwords users. But you can sometimes find a few solid keywords here using your site’s homepage… or an article from your site.

Get metrics and forecasts for your keywords: This is feature is only really useful if you already have a long list of keywords… and just want to check their search volume. In other words, this tool won’t help you generate new keyword ideas.

Step 5: Filter and Sort Results:

Now it’s time to filter the list of keywords down to a smaller list of terms that are best for you.Both the tools I just described will take you to the “Keywords Results Page”, which looks like this:

 

You can sort by Search volume or competition ( Be aware that the competition section on the Keyword planner is designed for Google Ads and not for SEO)

 

Step 6: Choose a Keyword

Now that you know how to use all of the tools, features and options within the Google Keyword Planner, it’s time for the last step: finding awesome keywords that you can optimize your site’s content around.

This is tricky.Why? There are LOTS of factors that go into choosing a keyword. And it’s more art than science.

There are dozens of different factors to look at. But, in general, We like to choose keywords based on 3 main criteria:

Search Volume: Very straightforward. The higher the average search volume, the more traffic that keyword can send you.

Commercial Intent: In general, the higher the competition and suggested bid, the easier it will be to convert that traffic into paying customers when they land on your website.

Organic SEO Competition: Like commercial intent, evaluating a keyword’s competition in Google’s organic search results takes some more digging. You need to look at the websites that are ranking on the first page… and figure out how hard it’ll be to outrank them. 

 

Directory Marketing For Home Service Businesses

 

10-15 Years ago, you could place a Big ad in the Yellow Pages and connect with a large percentage of your local customers when they were in need of your services. Today, people go to a numbers of places including Google & Bing , they also go to online directories.

Below are the most important and search directories that you want to make sure you are listed in:

You can add your company to most of these directory free of charge and that will service its purposes from a citation development perspective.

Visit click here to find the most important listing you need to be in for every industry.

When you are adding your company listing on the directories listed above make sure you enter a consistent NAP ( Name, Address, Phone Number)

We recommend using the exact same details as what you entered on your Google My Business Profile since citations can boost your Google My Business listing and rank you higher on Google Map results.

 

Social Media Marketing for Home Service Businesses

 

There is a lot of Buzz around Social Media ( Facebook, Twitter, Youtube ) but how can social media be leveraged by a home service business? How can you actually use social media to grow your business?

 

It starts with understand that social media is the new word of mouth. The best way to use Social Media is to enhance the engagement / loyalty of your existing customers and by extension of that and social media platforms, you will grow your repeat business and word of mouth business.

Setup your social media profile

  • Facebook
  • Twitter
  • Youtube
  • Linkedin

Send an email blast to your existing email list letting them know that you want to connect with them on social media and that you now have social profiles. Offer them some incentive to follow you.

  • Discount off next purchase
  • Discount for their family and friends
  • Something of value for free

Add social media to your day-to-day business practices and systematically invite your customers to engage with you online.

  • Add links to your business cards, brochure, marketing materials and website
  • Be sure to invite all your customers to engage after service via follow up email

Post Valuable Content 

This may be the most important component of your Social media strategy. If you have thousands of fans and followers, but you don’t add value. you will have accomplished nothing.

You need to post relevant up-to-date tips and ideas, techniques, news and special promotions on a daily basis. Try to keep your 90% if your posts informational and 10% promotional.

Engage with Your Customers

You need to stay on top of your social media profiles and engage with your fans/ followers when they post or reply to your profiles.

 

Times have changed

 

Has your business changed with it?

Gone are the Yellowpages, Directmail and Signage. Those forms of media are still very expensive and give little return on your investment.

The top forms of media are now internet, sms and audio/video podcasting. By reading this detailed guide you are well on your way in the right direction.

 

Website and Internet Marketing Checklist

 

Domain Name & URL

Why this is important: the domain name is part of the identity of your business. The URL chosen can have significant impact on brand identity and in a lesser extent, keyword ranking performance. However, how your site domain name and page URL’s function can have a significant impact on your website.

    • Short and memorable
    • Uses your main keyword
    • Used in email address
    • Use favicon
    • Alternate Domain redirects
    • No underscores in filenames
    • Keywords in directory names
    • Multiple pages per directory
    • Hyphenations
    • Misspellings
    • Product Names
    • Brand Names
    • Type-in Keywords URL

 

Site Logo:

Why this is important: the logo lends directly to brand identity and site identification. It also creates a certain element of appeal and professionalism in the mind of the visitor. It holds and important role in visitor assurance and navigation.

    • Display company name clearly
    • Isn’t hidden among clutter
    • links to home page
    • Unique and original
    • Use tagline consistently across site
    • Crisp, clean image quality
    • Minimal distractions
    • Font-size adequate

Architectural Issues:

Why this is important: Website architecture can make or break the performance of your website in the search engines.

Poor architectural implementation can create numerous stumbling blocks, if not outright roadblocks to the search engines as they attempt to crawl your website. On the other hand, a well-implemented foundation can assist both visitors and search engines as they navigate through your website, therefore increasing your site’s overall performance.

    • Correct Robot.txt file
    • No iframes
    • Alt-tag on images
    • Custom 404 page
    • Underlined links
    • Differing link text color
    • Breadcrumb usage
    • Robot.txt non-user pages
    • Check Broken Links
    • Page size less than 50k
    • Unique title on all pages
    • Unique description on all pages
    • Branded titles
    • Minimal uses of tables
    • Good Anchor text

Top 9 Internet Marketing Scams You Need To Avoid

 

1.We’ll submit your website to hundreds of Search Engines

Bad idea. This is one of the worst internet marketing scams. First of all, there are 4 primary search engine that handle about 95% of all internet searches, so submitting to anything other than the primary 4 is pretty much useless. Second, search engines don’t like submissions.

They prefer to find websites on their own through incoming links to the site. In fact they gotten so good at it, that it doesn’t take weeks or months for a site to get indexed anymore.

The last issue has to do with the fact that many of these services mention as a selling point that they will re-submit your site weekly or monthly to the search engines. This is definitely a no no, and is actually pointless.

2. Get #1 Ranking In Google Guaranteed!

Of course this isn’t a bad thing. but make sure you are reading the fine print. Do you get to choose the keyword? I doubt it. No competent SEO agency is going to guarantee #1 ranking for a set price for any keyword you choose.

All keywords are not created equal. The likely scam of companies that advertise top ranking on search engines is ranking you for uncompetitive keywords.

These are keywords that might look good, but in reality don’t get traffic, and are easy to rank very well in based on a lack of competition. Beware of unreasonable guarantees… It it sounds to good to be true. It usually is.

3. Get 2,000 Inbound Links for only $39.95!

This is a scary offer. Too many unknowns. The sad thing is that this will probably hurt your search engine ranking, and not help it.

The only way someone could offer this many backlinks through spammy link sites and/or crappy directories. Or , they may happen to own a few large sites that can offer the links. Either way, I guarantee you that

#1 . The links won’t be relevant

#2. The pages will be extremely low quality

#3 Your rankings will not improve.

4. “We Will Submit Your Website to Over 1,000 Directories!”

That’s amazing! How do you do that? The answer is simple… There really are thousands of free directories out there, but the question is, do you want your site to be included on all of them? The answer is a very resounding: NO.

Yes, of courset here are plenty of free and paid directories out there that are worth getting listed on like DMOZ and BOTW, and there are even services that you can pay to manually submit your website to legitimate directories like:Best Web Directories Submission Service but, you have to be very careful

Many of these scams will submit your site to automated link farms that can really hurt your ranking. Make sure you have a full list of directories in your hand before submission.

5. Link Exchange Programs (reciprocal linking)

Link exchange programs can be considered a scam because the companies that push them are either lying, or are ignorant about what they are selling. Why would you pay for something that doesn’t work?

6. Banner Exchange Programs

These are all but dead, but they are worth nothing because there are many newb’s that still waste their time with these.

Bottom line: they pull visitors away from your site, you never know what types of sites will be linking to you (this could be potentially dangerous), the conversion rates are horrible, most banner exchange sites have been proven to cheat customers out of links, and finally I submit that banner ads themselves are dead. I mean, who wants to look at a website with banner ads everywhere?

7. Send An Email Ad to 10,000 Opt-In Subscribers

Can you say illegal? Most of the scams already mentioned probably won’t get you or the company advertising them prison time.

Since the Can-Spam Act most people have wised up to this scam. It’s obvious that spamming people is a dangerous endeavor. Although it is still a huge industry, and there are many that simply beat the system, most would agree that it isn’t in line with “best business” practices. The above offer has problems written all over it. Are the emails really opt-in? What if they aren’t, are you willing to take full liability?

8. We Guarantee Top Search Engine Results Through Professional Meta Tag Optimisation

Admittedly, this is an older sales technique that isn’t used as much anymore, but it is still pretty common.

This sales tactic plays on people’s ignorance about search engine optimization. Some poor schmo may have heard the term “meta tag” in some old poorly written marketing article, and thinks that it is the key to success. Sometimes the cost is outrageous. I’ve seen offers like this that range from $200-$3,000.

It’s just ridiculous how much someone would charge for 20 minutes of work, and sad that many people have been duped by this scam.

9.Boosting Website’s Rankings Through Black Hat Techniques

This is a touchy issue. But the bottom line is that “Black Hat SEO” uses techniques that try to trick search engines into better ranking.

There are hundreds of techniques involved, but some of the more well known are doorway, gateway and mirror pages, redirects, cloaking, invisible pages… the list goes on and on. I obviously don’t suggest any of the above, or any other “secret” way to trick a search engine into better ranking.

And believe it or not, there are actually SEO firms that will perform services like this for you. Just watch out, you could easily get banned. Find out for sure if your SEO company is dedicated to White Hat techniques.

 

So What’s Next?

 

Through the course of this guide, we have covered a lot of information and taken you step-by-step through How to Claim & Optimise Google My Business Listing, How To Optimise Your Website and how to leverage social media to get more repeat and referral business.

If you have taken action and followed our instructions , you should be well on your way to dominating the search results for the Home Service Industry related keyword in your area.

 

Need more help?

If you’ve gotten to this point and feel like you need some extra help to implement some of these ideas, we are here to support you. As experts in helping home service businesses, we have had tremendous success implementing these strategies.

 

You can call us directly at 1300 879 983 with any questions you might have or visit our website at Shoutoutdigital.com.au to request for a FREE online marketing evaluation of your business.

Our team will review your entire online marketing effort and come back to you with a complete assessment of where you can improve and what you can do to take your online marketing efforts to the next level.

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Tips for a Successful Business Marketing Strategy for 2020

With 2020 and a new decade just around the corner, it’s critical for a business to start preparing your new marketing strategy for the new year.

In this post, we are sharing essential tips to make sure you will hit your business goals this new year.

 

Tips for a Successful Business Marketing Strategy for 2020

 

Allocate Budget For Your Marketing

If you want to see growth this new year, then it’s essential that you invest in a proper marketing strategy. If you are not sure how much budget you should allocate for your marketing strategy here’s a recommended guide for every industry. Do note if your goal this 2020 is to increase growth we suggest allocating a bit more than the guide below.

Marketing budget by Industry 2020 

Here are some examples of top SAAS companies marketing and sales spend and their growth year-over-year.

marketing budget by companiesAs you can see that the companies who have allocated the most budget for sales & marketing have seen exponential growth.

Now you need to ask yourself. How much growth do I want to see this coming year?

 

Use S.M.A.R.T Goals ( Specific, Measurable, Attainable, Relevant and Time-bound )

By adequately setting SMART Goals, you can determine what kind of marketing efforts you need to achieve those goals. A great example of a SMART goal is:

Goal: I want to Increase My Sales

Specific: I want to increase my sales by increasing my customer acquisition efforts and creating a backend strategy for my business which can increase my sales by an additional 20%

Measurable: I will increase sales over the next six months by taking in 10 more clients.

Attainable: I will set up a backend upsell system to improve current customer relationships and promote new products without spending more on marketing. This will help me increase my marketing budgets for customer acquisition, such as running Paid ads and SEO campaigns.

Relevant: Setting up a backend upsell system will help me generate sales in the background from existing customers while we increase our marketing efforts.

Time-bound: Using the strategies above will have increased our profit by the end of 6 months.

Here’s a quick video explaining what is SMART Goals

 

 

Replace Your Boring Website

 

Your website is your online storefront and your online store catalogue. Your website’s job is to persuade potential customers by giving them information on how to solve their problems.

If your website still looks like this. Then you need to allocate a budget to give your customers a better user-experience when going to your site.

If your website doesn’t lead to more business, it’s not that digital marketing doesn’t work. It’s your site.

 

bad website examples 

If you are not sure how much you should spend on a website design. We created this blog post to guide you on how much should you budget for a new website.

Click here to view the article.

A great website should be visually engaging and easy to use for your customers.

Visit your website and ask these questions:

Is it mobile friendly? A recently published report that 70% of all online traffic happens on a mobile device and a survey also reported that 70% of phone searchers said that they are most likely to buy/use the service if the website looks great.

If your website looks like this when you view it on your mobile phone, then it’s time for a website refresh.

mobile optimized website

How fast does it load? In today’s digital world, consumers have a very short attention span. So if you can’t catch their attention within the next 2 seconds, then you’ve lost them. Blue corona reveals that 39% of consumers leave the website if the images won’t load or if the website is taking too long to load.

 

How does it look?  Put yourself in your customer’s shoe. If you were to visit your website, would you buy or use your service? 48% of visitors determine how credible a company is based on how their website looks and 38% will immediately leave a website if it looks like it was built on dial-up days.

Now imagine losing almost half of your potential customers not even reading how long you have been on business and how many customers you’ve helped just because how your website looks.

Is it Google-friendly? You may have the best-looking website in the world, but if you are nowhere to be found when they search for a specific service on Google, then it’s pointless. Make sure that if you are going for a website redesign that it follows the SEO best practices.

If you want to discuss how Shoutout Digital can help you with a Web site design, contact us. We help business in the Mandurah, Bunbury, Rockingham and Perth Area.

 

Invest On a Good Content Marketing Strategy

 

If you want to increase your website traffic, then you need to invest in good content marketing by creating highly engaging blog or article posts to help you reach more audience.

Did you know that just by posting a quality blog at least once a month ( We highlighted quality because it’s better to post one highly engaging a detailed blog every month than post five 500-words blog post) can potentially increase your search engine ranking by over 400%

If you don’t have the time to write good content you can outsource the work to a website such as Iwriter.com

Here are some benefits of having a great content marketing strategy

benefits of a great content strategy 

Send Emails Regularly

 

Customers on your email list are your biggest fans since they already engaged with your company, so you need to talk to them regularly by sending newsletters.

You can either send updates, new product launch, new promotions or just a blog post that you want to share.

Here are some quick facts about email marketing and why you should implement a good email marketing strategy:

  • Email marketing’s average return on investment is 3,800%! Yup, you read that right, 3,800! If that alone is not enough to convince you to start an email marketing campaign, then here are other facts.
  • 81% of online shoppers who receives emails or newsletter consider another purchase
  • 72% of consumers still prefer email promotions than social media.

An email marketing campaign is one of the most cost-efficient ways to generate additional revenue for your business.

Here’ an excellent newsletter example from one of our favourite brand Ben&Jerry’s ( I mean who doesn’t love Ben&Jerry’s right)

Rather than providing boring information, Ben&Jerry’s takes a fun approach to educating its audience. It includes milkshake recipes, brand reputation and other social topics.

 

Increase Your Social Media Presence

 

With literally almost everyone on at least one social media today. Having a great social media presence lets you engage and educate your audience.

Understand your audience and pick where they would spend their time. If your products are trendy clothes, then you should be focusing on Instagram, Snapchat and Facebook.

If you are primarily servicing business, then you need to focus the majority of your social media efforts on platforms such as Linkedin and Twitter.

 

Don’t Forget About Paid Advertising. 

 

With Social media platform reducing the organic reach of popular pages ( We are looking at you Facebook ) it’s essential for your success to invest on Paid Marketing Ads on Social Media platforms such as Facebook, Linkedin and Instagram.

Fun fact: Did you know that the organic reach of a Facebook page post is around 6% of the Page’s total likes with some rumours saying that it’s closer to 2%. So if your Facebook page has total likes of 5000 only 300 people will see your posts on their newsfeed.

Paid ads can be costly if not done and optimised correctly, so we recommend speaking to a marketing agency to help you get the most out of your Paid Marketing budget.

 

Final Note

Using the tips above can help you achieve great success for the new years and help your company grow. 

If you want to discuss how you can achieve your goals in the new years, talk to one of our marketing specialists and we will create a detailed plan to explode your sales in the new years.

 

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